Digital Marketing through Physical Context Awareness

Over the past two decades, digital marketing has disrupted the advertising industry, seeing increasing growth in spending each year, and it is forecast to overtake spending on traditional advertising. With the advent of the Internet of Things (IoT), the potential benefits of incorporating fine-grained contextual data is being explored. However, with existing metrics for digital marketing being focused on web based interactions, it is unclear how they can be adapted to interactions in the physical environment. The paper defines new metrics for capturing customer interactions in a physical environment and explores how they relate to eventual purchase decisions. This paper shows how such metrics can be measured for indoor retail environments, through detection of shopping intent. Finally, usage of the proposed metrics are demonstrated using a real world example.