Analyzing a purchase decision made by a user includes tracking locations of a mobile device within a retail store to form a proximity history, the proximity history capturing information relating to items within the retail store in which the user expresses interest, with a point of sale (POS) system, determining purchase information for each of the items in which the user expresses interest in, the purchase information indicating whether an item in which the user expressed interest is or is not purchased, and after the purchase, analyzing the proximity history and the purchase information for each of the items in which the user expressed interest to create a purchase decision analysis, the purchase decision analysis to identify which of the items have a proximity history exceeding a threshold that indicates the user was undecided whether to purchase or not to purchase that item while shopping in the retail store.