Mobile location analytics companies like Placed, Euclid Analytics and Nomi are using the technology in cell phones to count and track data on consumers as they shop in stores.
When cell phones search for Wi-Fi networks, they send out packets of information to connect to that network. During this connection, that data is pulled and delivered to the mobile analytic company. Once they have the information, it is analyzed and quantified for details about customer behavior. A report of the conclusions is then sent back to the retailer for marketing purposes.
