Location analytics company Placed is seeking to do for location insights what Nielsen has done for TV ratings with the world's largest opt-in network of mobile users. Placed's network has 70,000 users who each relay some 1,000 location points per day, data that help form a precise picture of consumer movements. "What is important about measuring real world human behavior is that it establishes a baseline for change. For example, why is a retailer seeing a drop in foot traffic? Placed can readily answer that question by quantifying where else their customers go, how that compares to previous months, and what the competition looks like," Placed founder David Shim says.