ABSTRACT
Rapid advances in mobile Internet technologies now allow consumers to interact and create and share content based on physical location. In mobile settings, consumers can immediately share their experiences, thoughts, and even their real-time location information. This dramatic growth in mobile activities has led to a corresponding torrent of granular data that capture these behaviors. Whether mobile device users are communicating with others using voice or SMS, consuming digital content, acquiring information, alerting others to their location, engaging in transactions, or posting content to be consumed by others, they are creating an “electronic trail” that lends itself to modeling and analysis which can ultimately lead to a better understanding of customers and more effective marketing.
