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Google Analytics For Offline Retail?

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If you are a big believer in analytics and customer tracking, as I am, then youโ€™ll be excited to know that a company out of California is making offline tracking possible through smartphones. The company is calledย Euclid.

But hold on because thereโ€™s a battle brewing in Washington. Sen. Al Franken wants Euclid toย get customer approvalย before tracking them.

This will likely turn into a big battle for privacy in the near future, but the outcome will still likely end up allowing companies to track consumers. The issue is whether consumers should know about it first. Either way, you can get real data about your customers, and your brick-and-more retail store, using the Internet and smartphone technology. This is information you would have had to pay a lot of money for in the past and still not get accurate data.

Hereโ€™s how it works:

Euclid installs sensors in retailersโ€™ locations that can measure how many people walked by a store, how many walked in and for how long they stayed based on when their smartphones emit a kind of radar searching for wireless Internet signals.

Thatโ€™s pretty clever. All a person has to do is walk past your store and they get tracked.

So hereโ€™s the question: How is that actionable data?

If you know that 10,000 people walk by your store in an 8-hour period of time and only 500 of those enter, then you can work on ways to get more people to walk into your store. If those who do enter only browse 10 minutes before leaving, then you can figure out ways to get people to stay longer. You can know whether your efforts are successful or not based on future tracking. Thatโ€™s pretty powerful.

Itโ€™s just a matter of time before someone figures out how to use this technology in conjunction with online marketing. Then retailers will have an upper hand indeed.

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