Nowadays, finding effective ways to reach consumers has become the biggest challenge that marketers face. Location has become the new currency of marketing due to increased mobility of consumers in developed countries. Companies are interested in acquiring mobile, location and social information as its quantity is increasing exponentially and tracks consumers’ buying patterns which is very important for decision making from the marketing perspective. Therefore, it becomes a necessity for firms that do not have the ability to gather data, invest on information technologies based on data-driven decision making to gather and analyze incoming information to be more competitive and gain market value. The scope of this paper is to present major ways of tracking customers, mainly in big retail places, like malls, collecting data on their moves and behaviors and using those analytics for better sales performance.