BEHAVIOR MAPPING

CONSUMER AND CORPORATE BUYING BEHAVIOR

ANNA SHIGWEDHA, HYEHYUN RYU & SOPHIE MUTZE 3RD FEBRUARY 2014
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Content

! General Approach
! Why Do it?
! The Evolution of Behavior Mapping
! Methods
- Classical
- Onsite
- Online
! Possible Concerns when Tracking Customers
! Recommendations
! Conclusion
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General Approach

! A product of observation and a tool for place analysis

and design at the same time (GOLICNIK/MARUIC, 2012)
! Systematic documentation of location-based observations
of human activity
! Developed by Ittelson et al. (1970) to record behavior as
it occurs in a designed setting
! spatial features and behavior
are linked in both time and space
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Five Elements of Behavior Mapping

Definition of Schedule of times

Graphic rendering
behaviors during which to
of the area
observed observe

Coding/counting
Systematic system to minimize
procedure effort in recording
observations
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Why Do it?

Re-design and optimization

Increase usability
Better staff allocation
Increase revenues
Save costs

Tailor marketing activities to customers preferences and wants

Place communication at high-traffic areas

Gain a better understanding of customers

Predict future behavior

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The Evolution of Behavior Mapping

Individual-centered map
Behavior mapping Behavioral matrix
by hand
Drawn behavioral map

GPS LED lighting

Use of technology
Video Wi-Fi

Big Data
Predictive analytics Smart technology
Clickstream analysis
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Classical Behavior Mapping

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Individual-centered Mapping

! Tracking the individual's movement over time and space

Social mapping: Limited

more information information
about perspective,
attitude, and
valuable places

Source: GOLICNIK MARUIC, B. and MARUIC, D. (2012). Behavioural Maps and GIS in Place Evaluation and Design.
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Place-centered Mapping

! Documenting behavior of individuals within a specified place and

time

Behavioral matrix Drawn behavioral map

Source: GOLICNIK MARUIC, B. and MARUIC, D. (2012). Behavioural Maps and GIS in Place Evaluation and Design.
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Place-centered Mapping Using GIS

! An electronic map used to display data based on its geographic

location (NYS GIS COORDINATION PROGRAM, 2007)
! Analytical tool with millions of geographically related pieces of data
! Enables organization, visualization and analysis of data

- Easy to update - Quality of data

- Represent spatial depends on
data of behavior quality of
patterns observation and
data entered
*GIS (Geographic Information System)
Source: GOLICNIK MARUIC, B. and MARUIC, D. (2012). Behavioural Maps and GIS in Place Evaluation and Design.
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GPS as a Data Source

Data usefulness Data objectivity

Large amount Awareness of

High level of tracking may
accuracy influence
Compatible behavior
with GIS

*GPS(Geographic Positioning System)

Source: GOLICNIK MARUIC, B. and MARUIC, D. (2012). Behavioural Maps and GIS in Place Evaluation and Design.
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Observation by Video

! Use of camera surveillance in-store

Source: UNIVERSITY OF CALIFORNIA (n.d.). Place-centered map.

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Onsite Behavior Mapping

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Changes of Onsite Tracking

! Smartphone technology
Environ- ! Desire of retail stores
mental
! Increase of intermediaries
change

New
Methods
! Average spending time
Enriched ! Revisit rate
data ! Bottleneck
! Engagement & bounce rate
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Advanced Video Technology

- Surveillance camera
- Smartphone(MEMS)*

Drawing a heat map

based on traffic

Adjusting store layouts

*MEMS(Micro-Electro-Mechanical Systems)
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LED Lighting

Location information

Frequency

Smart- Smart-
LED Retail store
phone phone
lighting
camera application

Personalized
marketing
Consumer data

Microchip is implemented Read the light Decode the signal, Analyze location,
determine location develop campaign
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Wi-Fi

MAC address* Consumer data

Searching Wi-Fi signal Detecting Wi-Fi signal, Changing layouts,

in the store analyzing consumers developing marketing
strategy

Consumers Intermediaries Retail stores

Wi-Fi service Service fee
Improve consumers experience

*MAC address (Media Access Control address)

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Analysis of Onsite Tracking Methods

Source: GUARDIAN NEWS AND MEDIA LIMITED (2013). What information can retailers see when they track customer
movement?
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CASE: Copenhagen Airport

Source: CISCO (2012). Increasing Airport Efficiencies with Cisco Wi-Fi.

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CASE: Copenhagen Airport

One of the oldest and busiest airports

Need to improve capacity
Situation management

Passengers behavior mapping by

Wi-Fi signal and Augmented Reality
Solution

Increased customer satisfaction

Monitored and prevented bottleneck
Result
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Online Behavior Mapping

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Behavior Mapping
in Online Environments

Factors influencing customers decisions

Product information
Know your customer
Navigation
Predict behavior
Time pressure Achieve real-time
Perceived risk personalization
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Gathering Big Data

Big Data is high-volume,

high-velocity and high-variety information assets
that demand cost-effective, innovative forms
of information processing for enhanced insight
and decision making.

Source: GARTNER, INC. (n.d.). Definition Big Data.

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Gathering Big Data

Big Data is high-volume, high-velocity and high-variety

information assets that demand cost-effective, innovative forms of
information processing for enhanced insight and decision making.

Determine
relevance

Decreasing
Create
storage
value
costs

Use
analytics
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Gathering Big Data

Big Data is high-volume, high-velocity and high-variety

information assets that demand cost-effective, innovative forms of
information processing for enhanced insight and decision making.

Sensors

Smart
RFID tags
metering

Keep it
fast and
simple
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Gathering Big Data

Big Data is high-volume, high-velocity and high-variety

information assets that demand cost-effective, innovative forms of
information processing for enhanced insight and decision making.
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Gathering Big Data

Trends in 2014

Internet of Things Location Intelligence Smart Data

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Clickstream Analysis

! How did the users arrive on the website?

! How long did they stay?
! What did they do during the visit?
! When did they return?
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Clickstream Analysis

1. Google
Analytics

Source: ONLINE BEHAVIOR (2010). How to optimize web design for conversions.
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Clickstream Analysis

2. Mouse Move
Heatmap

Source: CLICKTALE (n.d.). Mouse move heatmap.

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Clickstream Analysis

3. Mouse Click
Heatmap

Source: CLICKTALE (n.d.). Mouse click heatmap.

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Clickstream Analysis

4. Behavior on
Social Media

Source: NECTAR ONLINE MEDIA (n.d.). Products Nectar Connect.

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Clickstream Analysis

5. Hyper
Personalized
Communication

Source: NECTAR ONLINE MEDIA (n.d.). Products Nectar Essence.

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Real-Time Predictive Intelligence

Source: IBMSMARTERPLANETUK (2012). Smarter Analytics Businesses Use Analytics To Find Hidden Opportunities.
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Real-Time Predictive Analytics

! Walmart

o Acquired Inkiru in June 2013 By 2014

0 % of a n alytical
3
clude
! SAP tools will in
real-time
s!
prediction
o Acquired KXEN in September 2013
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Concerns &
Recommendations
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Possible Concerns When Tracking
Customers

Lack of awareness

Security camera
Nordstrom

Limited control

Data being sold to third parties

Unethical targeting

Target: pregnant teenager

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Ranking of Quality

Video
GPS + GIS
Classical
approach Wi-Fi Big Data

Low quality High quality

LED lighting
Clickstream analysis
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Evaluation of Methods

Criteria Set-up costs Follow-up Quantity of Effectiveness Customer

Methods costs data control
Classical
approach
GPS + GIS

Video

Wi-Fi

LED lighting

Big Data

Clickstream
analysis

Not favourable Medium Favourable

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Conclusion

Rather than place- vs. individual-centered,

categorize mapping into online vs. ofline

Methods depend on objectives/targets

Bear in mind customers increasing awareness

and concerns regarding privacy

Advanced technology empowers behavior

mapping to predict future behavior
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Thanks for your attention!

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