Retail establishments are seeking new ways to track their guests’ movements from store to store. It was recently announced that two US malls – Promenade Temecula in Southern California and Short Pump Town Center in Richmond, Virginia, would experiment using customer cell phone signals to monitor their movements within a retail complex.

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With more than 80 million mobile internet users in the United States, retailers can really benefit from this communication channel. More and more companies are also offering their own phone apps so customers can search for product information and deals on the go.

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American businesses lose six hundred billion dollars annually as a result of poor data quality. We must all realize there is no such thing as a perfect, “spot-less” database — data quality is a balance between accuracy and completeness.

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