Location Analytics Introduction With the rapid adoption of mobile devices, many organizations can now leverage data to better understand foot traffic patterns and behavior in a brick-and- mortar environment. This location information, based predominantly on 802.11 wireless and bluetooth standards, can be used to engage users and optimize marketing strategies. For retail, this can help combat trends such as the erosion of in-store sales to online retailers, who for years have had access to similar data via the analytics produced by online tools (e.g., click-through conversion rates from online advertising). Smartphones with WiFi can now be used as an indicator of customer presence thanks to a WiFi mechanism that is common across all such devices: probe requests. These 802.11 management fram

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