Assessing prime-time for geotargeting with mobile big data
نویسندگان
چکیده
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. Journal of Marketing Analytics (2013) 1, 174–183. doi:10.1057/jma.2013.16
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