The SMU Analytics for Business, Consumer & Social Insight Area of Excellence explores practical and smarter ways to make sense of data at scale, and to leverage data analytics for improved decision-making, planning and resource allocation.

There is a new trend of using mobile devices to obtain deep data about offline, or physical world, human activities.  By analysing these information, organisations can gain insights into consumer habits, boost operational efficiency and improve decision-making.

Associate Professor Rajesh Balan from the SMU School of Information Systems conducts research on mobile computing.  He is also the co-director at the SMU LiveLabs Urban Lifestyle Innovation Platform, a city-scale research test-bed with progressive technologies for companies to run large-scale consumer behavioural trials and experiment with novel mobile services on real people in real environments.