Assessing Prime-Time for Geotargeting with Mobile Big Data

Syagnik Banerjee, Vijaymahadev Viswanathan, Kalyan Raman, Hao Ying

Research output: Contribution to journalArticle

11 Scopus citations

Abstract

Effective marketing depends on knowledge of customer behavior and competition. This is especially true for location-based marketers who risk sending alerts at inopportune moments or to the wrong targets. This study analyzes check-ins around Times Square in New York City using Foursquare, a location-based mobile application. The findings reveal interesting patterns of certain consumer segments frequenting different businesses in the Retail and Foods sectors at specific times and days. Retailers can use the results to develop better marketing plans for specific segments.
Original languageEnglish (US)
Pages (from-to)174-183
Number of pages10
JournalJournal of Marketing Analytics
Volume1
Issue number3
DOIs
StatePublished - 2013

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