Hitachi Ltd., Central Research Laboratory Hitachi Ltd., Information & Telecommunication Systems Dentsu Inc. Kansai Dentsu Inc. Kansai
Graduate School of Regional Innovation Studies, Mie University
Proceedings of the Second International Workshop on Regional Innovation Studies : (IWRIS2010)
Engagement / Town marketing / Trajectory analysis
The results of a customer-trajectory analysis of an experimental event at a shopping complex are presented, and the manner in which the event participants are engaged with the shopping center is demonstrated. In particular, movements of participants are modeled with a mixed Markov model (MMM), and the position-data collected by PDAs given to the participants is used for estimating the parameters for the model. Since the data reflects participants' reactions to the services offered in the event, the trajectory analysis can be used to evaluate levels of customer satisfaction in regard to the experience of the participants in the shopping-center event.