Daily Dashboard

Smart Cameras Give Retailers OBA-Like Access

BEHAVIORAL TARGETING—U.S.

February 5, 2013

Marketplace reports on the advent of smart cameras in various stores to help retailers glean consumer data as accurate and specific as that of online behavioral advertising. Using facial detection, the cameras can detect gender and age and how long a customer “dwells” in a certain area. The collected information can help stores decide what to stock, where to place it and how much to price goods. “We can actually look at your movements,” said Experian’s Roseanne McCauley. With the help of Experian Footfall—a new business started by consumer credit reporting agencies—a participating store can use Experian’s vast database to find out age and credit history without finding out the customer’s actual name. McCauley added, “what we can do is profile groups of people and give people a demographic code.”
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