A data mining approach on anonymised mobile location data to provide customer insights in key retail stores

Kavanagh, Sinead (2018) A data mining approach on anonymised mobile location data to provide customer insights in key retail stores. Masters thesis, Dublin, National College of Ireland.

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Abstract

Mobile devices contain a plethora of information pertaining to an individual. The high volume of data collected by telecoms operators coupled with the vast knowledge this data can provide can be beneficial to third parties. This information is not currently provided to third parties by the network operators. Therefore this study was initiated to identify insights which could conceive a commercial product. The network location data that can be extracted from the device along with demographic information obtained upon signing up to an operator are the elements of the mobile data that this study focused on. The research question required a data mining approach on anonymised location data to provide a retail analysis insight using four key retail brands in three specific Dublin postcodes. Using SHA 256 function in R, the customers data was anonymised and then analysed using Statistical Analysis, Machine Learning and Data Mining techniques with SPSS, R Studio, SQL Server Management Studio and Tableau. Key insights such as volume of customers per day and time, overlaid with demographic information and identification of customer patterns relating to each store brand were the outputs of this study. This research demonstrated a method to provide retail insights using telecoms data and recommends a commercial approach in which this analysis can be used to provide revenue.

Item Type:	Thesis (Masters)
Subjects:	Q Science > QA Mathematics > Electronic computers. Computer science T Technology > T Technology (General) > Information Technology > Electronic computers. Computer science Q Science > QA Mathematics > Computer software T Technology > T Technology (General) > Information Technology > Computer software Q Science > QA Mathematics > Computer software > Mobile Phone Applications T Technology > T Technology (General) > Information Technology > Computer software > Mobile Phone Applications H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions:	School of Computing > Master of Science in Data Analytics
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	06 Nov 2018 11:22
Last Modified:	06 Nov 2018 11:22
URI:	https://norma.ncirl.ie/id/eprint/3440

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