Abstract #301626

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JSM 2003 Abstract #301626
Activity Number: 110
Type: Topic Contributed
Date/Time: Monday, August 4, 2003 : 10:30 AM to 12:20 PM
Sponsor: Section on Statistics and Marketing
Abstract - #301626
Title: An Exploratory Look and PathtrackerTM Data
Author(s): Jeffrey S. Larson*+ and Eric T. Bradlow and Peter S. Fader
Companies: The Wharton School, University of Pennsylvania and University of Pennsylvania and University of Pennsylvania
Address: 700 Jon M Juntman Hall, Philadelphia, PA, 19104+6340,
Keywords: Pathtracker ; path analysis ; exploratory analysis ; clickstream data ; shopping patterns
Abstract:

The emergence of the internet, and "clickstream" data in particular, have enabled radically new analyses of shopper behavior with an unprecedented level of statistical detail and managerial relevance. Many researchers have tried to draw analogies between online and offline shopping patterns, but offline data are generally not rich enough to allow for a true "apples to apples" comparison of the two domains. The arrival of PathTrackerTM, a new service provided by a leading in-store marketing research firm (Sorensen and Associates), has made this type of comparison possible. In a grocery store located in the western U.S., every shopping cart has been affixed with a small electronic transmitter that reveals its location every five seconds. Each shopping trip can then be fully captured as a series of movements through the two-dimensional "maze" of the grocery store. After checkout, this path can be connected to the associated scanner data, allowing examination of the travel/purchase connection. Exploratory analysis has yielded a number of key characteristics and canonical trip types that should facilitate future model-building exercises.

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