For every call made and every SMS sent, mobile network operators gather data sets relating to various dimensions like the call’s time, location of its origin, duration, mobile handset used etc. When these data sets are stored by all the operators in the world for each of the millions of calls and SMSes sent on their network, the result is creation of a massive dataset that arguably is one of the best descriptors of human behaviour on earth. This dataset, however, remains highly underutilized for its potential to analytically understand consumer behaviour.

New York based Sense Networks is one of the few companies trying to leverage the untapped potential of this big data. Speaking at the recently held Emerging Communications conference, Greg Skibiski, CEO & Co-Founder of Sense Networks, showcased some of the company’s innovative service offerings like Macrosense. Greg discusses how the company analyses the location data of carriers’ users to create customer profiles and social clusters, without revealing the actual location of a customer. These profiles contain customers’ buying and consumption patterns, thus making it possible for better marketing and advertisement efforts by its clients.

The challenge for companies like Sense Networks is to build scalable models where all the stakeholders - mobile operators, customers and marketing agencies – benefit from the services offered. As location data becomes increasingly available, the challenge is also to address concerns on user privacy as more location based services are built.