Putting location in its place: Geolocation data market contractions highlight importance of cost, context

All is not well for providers of geolocation data, with some slashing staff or shutting down entirely. Those still thriving are the ones who realize it’s no longer all about “location, location, location.”

Geolocation data—information on the movement of individuals or commodities sourced from mobile devices and transponders on shipping vessels—has emerged as a valuable dataset in investment firms’ efforts to predict supply and demand and monitor consumer trends.

For example, if you can use individuals’ cell phone signals—which are accurate to within a meter or two—to monitor foot traffic in retail stores and combine that with transaction data from credit card companies, then you can predict a

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