GOOGLE is reportedly testing new technology that could track consumer behaviour in real-world stores and businesses
Google’s new technology would tap into location services on smartphones via popular Google apps such as Maps and Gmail, according to a report from digiday.com .
Users agree to “opt in” to location services when they load Google apps on their phone, meaning Google can then track that data.
The aim is that by tracking the location of customers in purchasing environments, Google can better deliver targeted information to prospective advertises.
It can also demonstrate better “conversion”, ie, that after serving ads via search for products, customers are then “converting” that experience into a real-world purchase.
According to the Business Insider, people spend more than 15 hours a week searching for products online, and at least 50 per cent of those follow through with a quick purchase.