Use of neurometrics to choose optimal advertisement method for omnichannel business

ABSTRACT

The omnichannel business has deeply affected retail practices and promotional strategies. This paper presents an empirical evaluation of omnichannel advertisement channels using neurometric response of the viewers. High precision camera and Galvanic Skin Response sensors were used to record neurometric information of respondents. The response of forty volunteers against a set of cosmetic advertisements was recorded to train a computer for predicting expected neurometric response for an advertisement channel. The recorded neurometric data was further analyzed to develop a set of business rules to measure the effectiveness of any advertisement channel. Later, comparative analysis of various advertisement channels was done.