Traffic data precision
GPS can be accurate to 16 feet outdoors. Inside a store, it is not. And the phone limits that accuracy to save battery.
Under good conditions, GPS can place a device within about 16 feet. That is not even inside a store. That accuracy requires a lot of battery, so Android and iOS cap it to preserve the phone's charge.
Full GPS accuracy is expensive in battery, so the operating system does not keep it on for every app at every moment.
The limit is not a theory. We tested it, and the results are on the next slide.
Our test compared phone GPS to the true position of visitors. The result is not limited to city centers.
Each dot is a position estimate. Orange dots are GPS estimates for the same visitor. The black dot is where the visitor actually was, identified by our beacon.
Schematic illustration, not to scale.
With an exact position, a visit is tied to the right point of sale and to the media exposure that came before it. Contribution to in-store revenue becomes measurable instead of estimated.
Internal Kairos study: 150K visits across 400 sites.
Illustrative bars, not to scale.