Michael Becker interviews Jeff White, CEO and Founder of Gravy, the only behavioral analytics and segmentation provider. 

This 13-minute video is definitely worth watching. Becker and White dive into the concept of the "physical cookie". With today's digital technology playing such an important role in our lives, brands are looking for behavioral data to gain insights on who their customers are. People's location is an important data point often captured and studied to help brands reach their target audience with informational content that's relevant. As Jeff points out, a person's location can be very misconstrued and misleading without time to give that location context. For example, large venues like stadiums or concert halls host a variety of different events each day of the week. Without time of visit to provide context, the information gathered could be completely off. Watch the video for an in-depth discussion.