Papers Papers/2020



Authors: Juergen Bluhm 1 and Dirk Rudolph 2

Affiliations: 1 Department of Tourism Management, Munich University, Schachenmeierstr 35, 80636 Munich and Germany ; 2 Data Analysis Department, BiSigma, Leo-Wohleb-Str. 6, 79098 Freiburg and Germany

Keyword(s): Digitalisation, Eye-tracking, Human-Computer Interaction (HCI), Human-Machine Interaction (HMI), Usability/UX, Conversion Rate Optimisation, Emotion Measurement, Attention Measurement, Virtual Reality (VR), Augmented Reality (AR), Ambient Assisted Living (AAL), e-Health, Autonomous Driving, Improving Productivity of Employees, e-Commerce, Products and Services.

Related Ontology Subjects/Areas/Topics: Artificial Intelligence ; Enterprise Information Systems ; Human-Computer Interaction ; Informatics in Control, Automation and Robotics ; Intelligent User Interfaces ; Robotics and Automation ; Virtual Environment, Virtual and Augmented Reality

Abstract: The objective of this position paper is to demonstrate that eye-tracking is a cross-sectional technology for digitalisation because it provides a bridge between “machines” on the one hand, i.e. computers, networks, robots, and other man-made results of digitalisation like web pages, and humans on the other hand, who interact with them. Eye-tracking is utilised at the interface between the human and the technology side of digitalisation and it is exactly at that interface, where technological innovations translate into economic values through productivity gains, increased sales, higher realised prices, improved customer satisfaction, fewer litigation cases, longer lasting customer relationships and thereby increased lifetime customer value, more profitable management decisions and improved shareholder trust. Unfortunately, numerous frictions between “machines” and humans exist at these interfaces. Over the last decades, scientists have refined methods and invented tools to detect thos e frictions, reflected in visual perception: eye-tracking. While the causes of these frictions are countless, eye-tracking is a single scientific method for detecting very many of them. Eye-tracking – so to speak – is “digitalisation’s best friend”. Because of the numerous applications eye-tracking provides for reducing these frictions at the human-machine interface, users pursuing a digitalisation strategy should become aware of the financial benefits by using this scientific method in their applied research and development. (More)


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Paper citation in several formats:
Bluhm, J. and Rudolph, D. (2019). Increasing the Economic Value from Digitalisation through Eye-tracking. In Proceedings of the 3rd International Conference on Computer-Human Interaction Research and Applications - CHIRA, ISBN 978-989-758-376-6; ISSN 2184-3244, pages 199-205. DOI: 10.5220/0008364001990205

author={Juergen Bluhm. and Dirk Rudolph.},
title={Increasing the Economic Value from Digitalisation through Eye-tracking},
booktitle={Proceedings of the 3rd International Conference on Computer-Human Interaction Research and Applications - CHIRA,},


JO - Proceedings of the 3rd International Conference on Computer-Human Interaction Research and Applications - CHIRA,
TI - Increasing the Economic Value from Digitalisation through Eye-tracking
SN - 978-989-758-376-6
IS - 2184-3244
AU - Bluhm, J.
AU - Rudolph, D.
PY - 2019
SP - 199
EP - 205
DO - 10.5220/0008364001990205