DA4RBI - Data Analytics 4 Retail Business Intelligence

Förderung: EIT ICT
Projektlaufzeit: Januar 2014 - Dezember 2014 (12 Monate)
Projektbudget: 75.000 Euro

Retail Business shows lively interest in utilizable data sets which contribute to optimize market management. In this context, there are many fields of interest and pure sales output are only a subset of these data sets. So it is not astonishing that market managers have a particular interest in such data which helps them to understand consumers' behavior and buying decisions. Traditionally, acquisition of this data is realized by questionnaires or interviews in the hope that involved items, e.g. disposable monetary budget, age, preferences or social background contain information that will explain the observed behavior. In particular, this data cannot be used to explain or to forecast consumers' behavior in the market.

The focus of DA4RBI - Data Analytics 4 Retail Business Intelligence - is the creation and maturation of advanced algorithms and techniques for the analysis of customer position data to a point where they reach a state of reliability to be integrated into an existing business intelligence systems. These algorithms and technologies will allow the creation of new and advanced retail experiences, especially through advanced services.

The Chair of Business Administration, esp. Information and Service Systems (ISS) , is a part of the research team and studies the probability of the visual awareness of a consumer for a certain product. In this, we are especially interested in the impact of a consumer's instantaneous velocities on this probability. Furthermore, we pursue the objective to develop a model which has the ability to forecast this consumer's visual awareness for a certain product if the instantaneous velocity is known.

General questions and tasks:

  • Identification of qualified sensors, which allows to measure the visual awareness of a consumer in motion through the store
  • Data collection in laboratory and real setups with several setups
  • Qualifying of basic stochastic characteristics, of the collected data to chose and estimate a probability distribution
  • Modeling and Analysis of the probability of visual awareness, especially in the case of non-constant velocity.
  • Simulations for robustness of the results
  • Evaluation of the results in a real retail-store setting with an adequate sample.
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Contact: Wolfgang Maaß

Funded by the European Union (EU) in context of the European Institute of Innovation and Technology (EIT)