REAL WORLD BEHAVIOR MEASUREMENT USING IDENTIFIERS SPECIFIC TO MOBILE DEVICES

1 . A method comprising:

using a personal device to detect a proximity of a wireless device identifier;

determining a duration of the detected proximity;

generating a measure of real-world behavior by associating the detected wireless device identifier with at least one of a real world product, service, product category, retail store isle, and retail store; and

updating a usage profile that is associated with a user of the personal device with the real world behavior, wherein the usage profile includes data representing the user's on-line activity using a network-enabled device other than the personal device while the personal device is detected via wireless proximity detection to be in proximity to the network-enabled device.

2 . The method of claim 1 , wherein the wireless device identifier includes at least one of an RFID device and a WiFi device.

3 . The method of claim 1 , wherein updating a usage profile includes using a device specific identifier associated with the personal device to determine the usage profile to update.

4 . The method of claim 1 , wherein the measure of real world behavior includes GPS location data received from the personal device.

5 . A method comprising:

detecting a proximity of a personal device to a plurality of wireless device identifiers;

determining a duration of proximity for each of wireless device identifiers, providing a dwell event for each of the plurality of wireless device identifiers; and

analyzing the plurality of dwell events and a usage profile associated with a user of the personal device to determine a measure of user interest in an item associated with at least one of the plurality of wireless device identifiers, wherein the usage profile includes data representing the user's on-line activity using a network-enabled device other than the personal device while the personal device is detected via wireless proximity detection to be in proximity to the network-enabled device.

6 . The method of claim 5 , further including facilitating delivering to the personal device an offer based on the measure of user interest.

7 . The method of claim 5 , wherein a device specific identifier of the personal device is used to identify the usage profile for analysis.

8 . The method of claim 5 , wherein the usage profile includes usage data associated with a plurality of network-enabled devices.

9 . The method of claim 5 wherein the dwell event includes GPS location data received from the personal device.

10 . The method of claim 9 , wherein the GPS location data is used to determine a retailer associated with the wireless device identifiers.

11 . The method of claim 5 , wherein the measure of user interest indicates the user has acquired the item.

12 . A method comprising:

receiving dwell even data representing a real-world proximity of a plurality of personal devices to a wireless device identifier;

using a device specific identifier associated with each of the plurality of personal devices to identify a usage profile of a user of each of the personal devices;

comparing the dwell event data with each usage profile to determine a measure of user interest in an item associated with the wireless device identifier; and

updating each usage profile based on the measure of user interest, wherein the usage profile includes data representing the user's on-line activity using a network-enabled device other than the personal device while the personal device is detected via wireless proximity detection to be in proximity to the network-enabled device.

13 . The method of claim 12 , further including facilitating delivering to at least one of the plurality of personal devices an offer based on the measure of user interest.

14 . The method of claim 12 , wherein the usage profiles include usage data associated with a plurality of network-enabled devices.

15 . The method of claim 12 , wherein the dwell event data includes GPS location data received from the personal device.

16 . The method of claim 15 , wherein the GPS location data is used to determine a retailer associated with the wireless device identifiers.

17 . The method of claim 12 , wherein the measure of user interest indicates the user has acquired the item.