Foursquare check-ins tell stores where to set up shop

• Autores: Chris Baraniuk
• Localización: New scientist, ISSN 0262-4079, Nº. 2930, 2013, pág. 21
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • To see whether social media can offer any insights into how consumers respond to stores' locations, Anastasios Noulas at the University of Cambridge and colleagues analyzed 35 million publicly available check-ins from 925,000 Foursquare users in New York over six months. They concentrated on information for three store chains: McDonalds, Starbucks and Dunkin' Donuts. Each metric turned out to have a degree of predictive capability. But when the team combined all of them, the system was by far the best accurately ranking the top 10% of locations 70% of the time. Using geo-data from social networks could help retailers plan their next store openings, says co-author Dmytro Karamshuk. The location-based social network data allows them to trace not only the digital, but also the physical behavior of users, he says.