Mobile Location Data: A Geographic Response to Understanding Consumer Behaviour.

Authors: Joseph Aversa*, Ryerson University, Tony Hernandez, Ryerson University
Topics: Business Geography, Location Theory, Marketing Geography
Keywords: Spatial big data, retail location decision-making, retail analytics
Session Type: Virtual Paper
Presentation File: No File Uploaded


Spatial big data are revolutionizing the way that information is collected, stored and leveraged for decision-making. The advancements in spatial big data and their analytics have allowed for more granular-level data to be collected and analyzed on the spatiotemporal movements of people. However, critical reviews of spatial big data, specifically mobile data, have found that many theoretical misunderstandings exist which causes confusion for practitioners during applied practice. This paper strives to demonstrate the complexity of information that is available within mobile data through two inter-related objectives: (i) to explore the use of mobile data by the retail sector, and, (ii) to identify the opportunities and challenges associated with using mobile data for retail analytics.

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