Dr. rer. nat.

Hecker, Dirk

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Robustness analyses for repeated mobility surveys in outdoor advertising

2011 , Hecker, Dirk , Körner, Christine , May, Michael

A growing number of companies use mobility data in their day-to-day business. However, as the data grows older, new data has to be collected in order to keep applications up-to-date. Consequently, it is of great importance to know the impact that a different mobility sample may cause. This aspect of analysis has been largely neglected in mobility data mining research so far. In this paper we therefore analyze the robustness of performance measures with respect to a changed GPS sample in outdoor advertisement. The evaluation of outdoor advertising campaigns is a challenging application because it requires the evaluation of mobility data on a very fine spatial level. Thus, the application has a higher dependency on routes of individual test persons than classical mobility surveys. In our rob ustness analysis we apply bootstrapping and subsampling in order to measure the effect of a) a repeated mobility survey and b) a mobility survey of smaller size. We conduct our experiments on a real-world data set from Swiss outdoor advertising. Our results show that the effect is comparably small for a typical campaign and may be mitigated further by increasing the campaign size.

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A sensitivity analysis for the selection of business critical geodata in Swiss outdoor advertisement

2010 , Hecker, Dirk , Körner, Christine , Streich, Hermann , Hofmann, Urs

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Challenges and advantages of using GPS data in outdoor advertisement

2011 , Hecker, Dirk , Körner, Christine , May, Michael

A growing number of companies use mobility data in their day-to-day business. Especially in the area of outdoor advertising, GPS devices have been successfully applied in order to measure poster performance in recent years. Based on personal mobility traces, the quality and precision of performance measures has increased significantly. However, the usage of GPS technology poses several challenges when applied to critical business processes. We will present several challenges and solutions which we developed in the last years of our mobility research with GPS data.

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Modelling missing values for audience measurement in outdoor advertising using GPS data

2009 , May, Michael , Körner, Christine , Hecker, Dirk , Pasquier, M. , Hofmann, Urs , Mende, F.

GPS technology has made it possible to evaluate the performance of outdoor advertising campaigns in an objective manner. Given the GPS trajectories of a sample of test persons over several days, their passages with arbitrary poster campaigns can be calculated. However, inference is complicated by the early dropout of persons. Other than in most demonstrations of spatial data mining algorithms where the structure of the data sample is usually disregarded, poster performance measures such as reach and gross impressions evolve continuously over time and require non-intermittent observations. In this paper, we investigate the applicability of survival analysis to compensate for missing measurement days. We formalize the task of modeling the visit potential of geographic locations based on trajectory data as our variable of interest results from dispersed events in space-time. We perform experiments on the cities of Zurich and Bern simulating different dropout mechanisms and dropout rates and show the adequacy of the applied method. Our modeling technique is at present part of a business solution for the Swiss outdoor advertising branch and serves as pricing basis for the majority of Swiss poster locations.

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Visit potential: A common vocabulary for the analysis of entity-location interactions in mobility applications

2010 , Körner, Christine , Hecker, Dirk , May, Michael , Wrobel, Stefan

A growing number of companies and public institutions use mobility data in their day-to-day business. One type of usage is the analysis of spatio-temporal interactions between mobile entities and geographic locations. In practice the employed measures depend on application demands and use context-specific terminology. Thus, a patchwork of measures has evolved which is not suitable for methodological research and interdisciplinary ex-change of ideas. The measures lack a systematic formalization and a uni-form terminology. In this paper we therefore systematically define meas-ures for entity-location interactions which we name visit potential. We provide a common vocabulary that can be applied for an entire class of mobility applications. We present two real-world scenarios which apply entity-location interaction measures and demonstrate how the employed measures can be precisely defined in terms of visit potential.

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Handling missing values in GPS surveys using survival analysis

2009 , May, Michael , Körner, Christine , Hecker, Dirk , Pasquier, M. , Hofmann, Urs , Mende, F.

GPS technology has made it possible to evaluate the performance of outdoor advertising campaigns in an objective manner. Given the GPS trajectories of a sample of test persons over several days, their passages with arbitrary poster campaigns can be calculated. However, inference is complicated by the early dropout of persons. Other than in most demonstrations of spatial data mining algorithms where the structure of the data sample is usually disregarded, poster performance measures such as reach and gross impressions evolve continuously over time and require non-intermittent observations. In this paper, we investigate the applicability of survival analysis to compensate for missing measurement days. We formalize the task of modeling the visit potential of geographic locations based on trajectory data as our variable of interest results from dispersed events in space-time. We perform experiments on the cities of Zurich and Bern simulating different dropout mechanisms and dropout rates and show the adequacy of the applied method. Our modeling technique is at present part of a business solution for the Swiss outdoor advertising branch and serves as pricing basis for the majority of Swiss poster locations.

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