Location based data is arguably the next big thing for those interested in commercially mining big data. What if a company that already knows a lot about what you do on the web also knew where you went in the real world and what you did when out and about, such as the shops or entertainment venues you visited, what you bought, how long you stayed at any location, even where in a store you wandered. This can be captured today, and is only the tip of the location data iceberg.