Mr. Crowley: We’re getting really good at connecting people with places, and connecting those places with people. We’re finding ways to do this algorithmically. Some of the newer products we are working on, once a person lands in a city, Foursquare will start to guide him toward those places that I’ve been to or his other friends have been to. Instead of serving up places we think you might be interested in, we can do the same things for businesses, and [tell them] these are the folks that are most likely to come here, based upon their check-in habits, based upon the places they’ve been to and their friends have been.
Mr. Crowley: If you open the ‘Explore’ tab [in the app] right now, what you are going to see is going to be different than what I am going to see. Its one thing to type ‘sushi’ in a search box and everyone in this room gets exactly the same sushi results because they’ve been ranked by the community. Its another thing to get individualized search results based on the neighborhoods where we hang out, the types of places we go to. Also, if you and I were to compare the results on Thursday afternoon versus a Saturday morning, the results would be different. Our recommendations are tailored to the individual.
Mr. Crowley: One of the most fun things about the Foursquare pitch is sitting down with merchants and you can show them a stats dashboard. It shows this is the time of day people come in, here is the breakdown of male and female, here is the list of your best customers, here are some customers that used to come here a lot and don’t come anymore. It is insights they haven’t had before. The question they always ask us: How do we act on these different groups? They always want to target specific segments of those customers, whether they are new, repeat or lapsed customers. That is one thing we are getting pretty good at being able to segment out.„