Leverage Contextual Privacy To Create Better Location Engagement

Retail marketers long for the kinds of in-store analytics and in-aisle targeting that eCommerce and digital marketing teams have leveraged for over a decade with web analytics and online measurement technologies. New location technologies like beacons are finally gaining enough adoption to enable retailers to drive location-based customer engagement. But to use these technologies, retailers must be willing and able to collect and analyze massive amounts of in-motion and streaming customer data. This report examines the privacy implications of a variety of retail location technologies, and it provides customer insights (CI) professionals with guidance on how to apply the principles of contextual privacy to each.