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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Andreas Nemeth
Future Perspective of Location Based Data in Retail Commerce
Big Data Systems
(Master’s programme)
2016
In this research, the implications and benefits of customers’ location data and mobility patterns for future loyalty programs are discussed. Moreover, the businesses’ ability to fully leverage their customers’ mobility as a resource is considered, in order to drive additional value from existing loyalty program applications and enhance these with further context information. The goal of the concept is to increase the customers’ experience and satisfaction in retail business.

 

Current applications utilizing the enhancements of location data and mobility patterns are discussed and provide a comprehensive overview of possible applications, which benefit from context-awareness, especially with a focus on location data and mobility. Nevertheless, the current context-aware methodologies are missing a formal model, that allows to capture and process mobility patterns under consideration of context-information. Therefore, a novel Location Graph Model is proposed, which separates stay points into stay nodes and visit nodes, to support the realization of presented use cases, that utilize location prediction methods.

 

By structuring location data into property graphs, the extensibility of nodes is given and allows the enhancement of different context-information: derivable, internal and external. Further, a formal strategy for building the proposed Location Graph Model has been developed. Hence, as a result of the strategy, the solution architecture for the proposed customer behavior management concept has been developed and selected modules have been implemented.

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