Location-based Marketing: the academic framework

Dissertation submitted in partial fulfillment of the requirements for the Degree of Master of Science in Geospatial Technologies.Over the last several years one could observe revolution in location-based technologies and geospatial information. Location awareness of mobile devices resulted in development of Location-Based Services (LBS) that are realization of that revolution in the most personal and contextual way. The ability to reach consumers in the highly targeted manner based on spatio-temporal criteria, attracted marketers from the early beginning of LBS creating field called Location-Based Marketing. Today decreasing prices of smartphones and wireless internet, as well as integration of location-aware mobile solutions and social media is leading to new possibilities and opportunities. The academic and professional interests of the author made him noticed that although the industry has challenged a significant development, there is lack of publications that would put an academic framework on that progress. The research has fulfilled this gap by extensive investigation of the current state of the art of Location-Based Marketing and its foundations - Location Based Services. The dissertation provides academic framework by comprehensive analysis of the Location-Based Marketing from LBS and marketing perspective. Further the thesis is addressing the issue of significant discrepancy between theoretical concepts of measurable Location-Based Social Media data and the actual data than can be legally accessed and used for marketing analysis purposes by investigation a case study of Location-Based Social Network - Foursqaure and Location-Based Analytics platform VenueLabs

Anticipatory Mobile Computing: A Survey of the State of the Art and Research Challenges

Today's mobile phones are far from mere communication devices they were ten years ago. Equipped with sophisticated sensors and advanced computing hardware, phones can be used to infer users' location, activity, social setting and more. As devices become increasingly intelligent, their capabilities evolve beyond inferring context to predicting it, and then reasoning and acting upon the predicted context. This article provides an overview of the current state of the art in mobile sensing and context prediction paving the way for full-fledged anticipatory mobile computing. We present a survey of phenomena that mobile phones can infer and predict, and offer a description of machine learning techniques used for such predictions. We then discuss proactive decision making and decision delivery via the user-device feedback loop. Finally, we discuss the challenges and opportunities of anticipatory mobile computing.Comment: 29 pages, 5 figure

Location Privacy Protection in the Mobile Era and Beyond

As interconnected devices become embedded in every aspect of our lives, they accompany many privacy risks. Location privacy is one notable case, consistently recording an individual’s location might lead to his/her tracking, fingerprinting and profiling. An individual’s location privacy can be compromised when tracked by smartphone apps, in indoor spaces, and/or through Internet of Things (IoT) devices. Recent surveys have indicated that users genuinely value their location privacy and would like to exercise control over who collects and processes their location data. They, however, lack the effective and practical tools to protect their location privacy. An effective location privacy protection mechanism requires real understanding of the underlying threats, and a practical one requires as little changes to the existing ecosystems as possible while ensuring psychological acceptability to the users. This thesis addresses this problem by proposing a suite of effective and practical privacy preserving mechanisms that address different aspects of real-world location privacy threats. First, we present LP-Guardian, a comprehensive framework for location privacy protection for Android smartphone users. LP-Guardian overcomes the shortcomings of existing approaches by addressing the tracking, profiling, and fingerprinting threats posed by different mobile apps while maintaining their functionality. LP-Guardian requires modifying the underlying platform of the mobile operating system, but no changes in either the apps or service provider. We then propose LP-Doctor, a light-weight user-level tool which allows Android users to effectively utilize the OS’s location access controls. As opposed to LP-Guardian, LP-Doctor requires no platform changes. It builds on a two year data collection campaign in which we analyzed the location privacy threats posed by 1160 apps for 100 users. For the case of indoor location tracking, we present PR-LBS (Privacy vs. Reward for Location-Based Service), a system that balances the users’ privacy concerns and the benefits of sharing location data in indoor location tracking environments. PR-LBS fits within the existing indoor localization ecosystem whether it is infrastructure-based or device-based. Finally, we target the privacy threats originating from the IoT devices that employ the emerging Bluetooth Low Energy (BLE) protocol through BLE-Guardian. BLE-Guardian is a device agnostic system that prevents user tracking and profiling while securing access to his/her BLE-powered devices. We evaluate BLE-Guardian in real-world scenarios and demonstrate its effectiveness in protecting the user along with its low overhead on the user’s devices.PHDComputer Science & EngineeringUniversity of Michigan, Horace H. Rackham School of Graduate Studieshttps://deepblue.lib.umich.edu/bitstream/2027.42/138563/1/kmfawaz_1.pd