. >> ask the data marketing norm. they buy cellular data from phone companies?> it's a massive amount of signals. it's not about an individual person but clusters. they are more valuable to marketers than individuals. >> to get an idea of what is posishly, we ask him to isolate a single phone as it moved through its day from the phone's home to the grocery store down to the starbucks and finally, to arena. >> triangulation allows you to put two or three reference points together that allow you to get as close as you can to where that person might be. that's why we have designed our business based upon the generalizations and not the specific? dwhu buy that. >> usc raw prefacers aren't buying the promise of an am i am on thety. >> there are other peoples, other people have information about who is going to which doctor or who goes to which neighborhood or who patronizes which store and they can cross-reference that . >> people didn't know their phone was leaving bread crumbsa that people were storing and sell to go everyone else. you could call it innovative or c