Surveillance
camera marketing
On March 30th, Bosch Security Systems, a
Japanese security system company announced that it will work with Brainpad, a
data analytics company to develop new marketing services that utilize image
data from surveillance cameras.
According to Bosch, the new service
integrates (i) the image data acquired from tons of surveillance cameras (ii) various
data accumulated in the client company such as purchase history and Web action
data and (iii)position information obtained from the smartphone application,
etc. Then, the new service conducts analysis and suggests the improvement of
work and forecast future customers’ action.
This will enable retailers to take optimal
marketing actions across real stores and online stores. In addition, this
service analyzes customer behavior very deeply (i.e. from product review to
purchasing on site).
One potential issue would be a privacy
concern. I do not know how they cleared the legal issues. But some developed
countries, including Japan have strict privacy regulations and therefore the
people there are highly conscious of privacy issue. Do people think that the
merit of effective marketing which we can enjoy offsets a little bit creepy “surveillance
camera marketing”? Always a trade-off.
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