Electronic People-Tracking Technology: Strengths and Weaknesses

Electronic People-Tracking Technology: Strengths and Weaknesses

By Gary Angel


November 24, 2020

The Measurement Minute with Gary Angel

The Measurement Minute by Gary Angel


Electronic Tracking is one of the easiest and most cost-efficient methods for doing shopper geolocation tracking. But how much measurement does it actually deliver? In this podcast, the Minute evaluates Wifi, Bluetooth and Mobile App tracking vs a perfect measurement system (full population tracking, fine-grained time granularity, exact positioning, full-journey tracking, Associate identification, shopper characteristics, easy deployment, low cost of ownership, etc.).


The bottom line isn’t necessarily pretty. Most flavors of electronic tracking fail pretty hard on some of the most important measurement goals. On the other hands, electronics does pretty well when it comes to the big-picture, flow stuff.


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