Video: Why you should be where people love or where people hate – with Density founder Andrew Farah

There is a word that keeps cropping up when it comes to mobile anything – density. It is such a great word unless there isn’t any. There are 3 axis for mobile these days: Context, location and density. Context is easy to start with: Is it morning, noon or night? Is it raining, sunny or snowing? Location is getting easier (and VERY slowly getting more accurate): Standing in a stadium, restaurant or train station? New York, New Jersey or Philadelphia? Density is a little more challenging. It looks for the answer of how many people are nearby or in a shop or are using an app in a specific region. The problem is that to make key mobile marketing decisions you need accuracy on all three. Hence, the three axis of mobile.

Today’s guest is Andrew Farah, founder of the aptly-named Density. They install in/out counters in the doors of small and medium-sized businesses to do one thing: Count people entering and leaving the business. Seems simple enough but the challenges and the impact of what they are doing are many and wide-ranging.