Jump to ContentJump to Main Navigation
TapUnlocking the Mobile Economy$
Users without a subscription are not able to see the full content.

Anindya Ghose

Print publication date: 2017

Print ISBN-13: 9780262036276

Published to MIT Press Scholarship Online: January 2018

DOI: 10.7551/mitpress/9780262036276.001.0001

Show Summary Details
Page of

PRINTED FROM MIT PRESS SCHOLARSHIP ONLINE (www.mitpress.universitypressscholarship.com). (c) Copyright The MIT Press, 2017. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in MITSO for personal use (for details see http://www.mitpress.universitypressscholarship.com/page/privacy-policy).date: 23 February 2018

Trajectory: Watch Where You’re Walking

Trajectory: Watch Where You’re Walking

Chapter:
(p.119) 9 Trajectory: Watch Where You’re Walking
Source:
Tap
Author(s):

Anindya Ghose

Publisher:
The MIT Press
DOI:10.7551/mitpress/9780262036276.003.0010

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: trajectory. An individual's trajectory is the physical, behavioral trace of his or her offline movements. Firms can measure when we walk past their physical stores, when we come through the front door, when we walked up to the second floor, and so on. Trajectory has three dimensions: time, route, and velocity. Time includes the starting and ending point of the trajectory and the day of the week. Route is not location itself, but rather a way to determine how similar someone's spatial trajectory is to others. Velocity contains information about how fast the individuals are moving. Underlying these three dimensions is a fourth and far more granular dimension called semantics. Semantics takes a number of factors into account, such as the likelihood that someone may visit a certain store, how much time they spend there, how much time they spend moving to another location, and how related or unrelated those two stores are.

Keywords:   trajectory, location-based advertising, semantics, time, route, velocity, mobile economy, mobile advertising, marketing, consumer behavior

MIT Press Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.