Beacons and the Physical Web

Beacons are a system of low-powered transmitters that enable push notifications to mobile devices running an application in close proximity. Some technology solutions will require an application to sense the presence of a beacon and to react on it, while Google Physical web initiative if fully web based.
Using beacons, as a system of sensors, one can then identify the geospatial position of a mobile device and use data analytics to generate actionable insights into consumer traffic behavior.