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Hot on the heels of my post about Phorm, a company that’s partnered with ISPs to record every website a person visits, Adam Greenfield points us to Path Intelligence, a real-world counterpart to internet tracking. In short, Path Intelligence installs devices in shopping malls which triangulate mobile phones in order track the exact location and movement of shoppers. This “FootPath™” data is then used by mall and business owners to identify logistical faults and marketing opportunities: What areas are generating congestion? What stores do shoppers who frequent one store also regularly visit? What stores see more traffic on rainy days?

Looking at a demo of the Path Inelligence UI, I’m reminded of the heatmaps videogame developer Bungie produces with data gathered from online play of Halo 3. The heatmaps, which visualize the locations of kills and deaths by specific weapon types, are used by level designers to ensure playing fields are well balanced and kills are evenly distributed across the terrain (Does a map bias a certain weapon type? Does map asymmetry give one team an advantage?). What’s more interesting is that Bungie produces a heatmap of every players’ indivdual kills and deaths, and that data has proven to be an excellent strategic resource more serious competitors (Am I more accurate with the sniper rifle when firing from the tower or up on the hill? Should I be using the shotgun or rifle in narrow corridors?). But I digress… continue reading »