Abstract
Smartphone technology has created a burgeoning mobile location data (MLD) marketplace. MLD has been adopted by many retailers to track consumer behaviours at a granular level across space and time. This paper provides a critical empirical case study approach to generate spatiotemporal MLD-based insights using raw smartphone data at five super-regional shopping centres. The analysis and visualization of MLD-based metrics provide the basis to rethink how we approach retail analytics and location decision-making. Many challenges need to be addressed to leverage the full potential of MLD, including data bias, spatial and temporal accuracy and significant consumer privacy concerns.
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