Pelago/Whrrl, which started as a mobile social network and Yelp competitor and reinvented itself a "storytelling" app, was at Where 2.0. CEO Jeff Holden spoke about his experience at Amazon and the company's successful use of clickstream data for higher revenues: those who bought book X also bought book Y.

He discussed how this might apply to the emerging arena of "footstream" data and recommendations for people and places in the real world on mobile devices. Tracking mobile user behavior yields lots of data about the types of places users go and their real-world behavior. This hypotehtically could deliver local recommendations based on user profiles and corresponding "footstreams." 

Holden said that he felt the local search market was relatively mature but that "local discovery" was undeveloped. 

Footstream tracking of individuals would have to be personal by necessity (with all the potential privacy questions), but the local recommendations Holden spoke about could be provided anonymously to users who are grouped into certain profiles based on their favorite places and activities in the real world. 

He hinted that there might be an emerging business model here for Pelago as a repository and provider of this type of data for other publishers and sites.