Video Analytics in Business Marketing for Shopping Malls in Ecuador

Introduction: Video analytics has become an important tool for improving business performance, personnel management, and security in different environments, including shopping centres. However, its use also poses a threat to users’ privacy. Aim: In this context the aim of the article is to determine the architecture of video analytics in shopping malls as a business marketing strategy and the vulnerability of users’ privacy. Method: A descriptive methodology with a qualitative approach was used to design a prototype focused on the optimisation of customer business processes and decision making in shopping centres in Ecuador, from problem identification and information requirements management to prototype design, implementation, and training of the model with accurate data. Results: The technological solution is based on the OMIA platform, which generates relevant Key Performance Index (KPI) based on the automatic processing of images from video surveillance systems. Conclusion: It is important that the implementation of the model is trained, supervised, optimised, and regulated to guarantee the privacy and security of information and users under the Organic Law on Data Protection in Ecuador. © 2024, The Author(s), under exclusive license to Springer Nature Switzerland AG.