The next step in mobile marketing will involve IT starting to leverage all — or at least most — of the datapoints mobile already collects and making use of that integrated data.

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Consider navigation systems and meaningful restaurant recommendations. To a marketer, a recommendation’s value is derived from how often that recommendation is followed. The nav system knows what time the consumer often eats (either through directly asking when a profile was created or by observing the typical times the unit goes to restaurants), where she lives and where she is right now. The same techniques (survey when set up and observation of restaurants driven to) can also indicate her food preferences.

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