I would urge you to read an Interesting article in AdExchanger this month on how advertisers are embracing Location Intelligence or not! It’s interesting in that it’s not about the obvious placing of ads, it’s much more than that, and it’s about understanding consumers behaviours.
It discussed analysing patterns of behaviour, not about the consumer transaction alone but what happens before and after it. Researchers are using Location Intelligence to really begin understand why stores perform better in different locations, city or country.
Again this article states just how much could be done with the data available and just how powerful Location Intelligence is becoming to truly understand consumers rapidly changing behaviours.