Leveraging Location Data In Retail Requires Contextual Privacy

Retail marketers long for the kinds of in-store analytics and in-aisle targeting that eBusiness teams have leveraged for over a decade with web analytics and online measurement technologies. New location technologies like beacons are emerging, finally opening up the opportunity for retail leaders to use the customer's location to drive context and engagement. But doing so requires the collection and analysis of large amounts of in-motion and streaming customer data. This report examines the privacy implications of a variety of retail location technologies, and it provides the eBusiness leader with best practices for applying the principles of contextual privacy to each one.