How Verizon uses individual cellphone data to identify customer interests

Verizon Wireless, the mobile network operator, now boasts one of the largest samples of consumer data in the world, covering a total 86 million retail subscribers who have given consent for their information to be used.

How Verizon uses individual cellphone data to identify customer interests

Geoffrey PrecourtWarc

The National Security Administration has given Americans occasion to think twice about what cellphone service providers do with their personal information.

But Verizon has customers all over the country who demand seamless service. "We have a very large network," Stephanie Bauer Marshall, director of the Precision Market Insights group at Verizon Wireless, told the audience at the Audience Measurement 8.0 conference organized by the Advertising Research Foundation (ARF). "And we have to figure out where we should put our towers, and how we should optimize our...

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