People on social media often claim to be in major cities such as Los Angeles when they're actually in the surrounding areas, according to 140 Proof. "Geographic drift" has different implications, potentially hurting a restaurant trying to increase foot traffic but also giving marketers the ability to understand a consumer's preferences. "We need to be considering exactly where this person is. And we have to consider how location affects them as a person," said 140 Proof Chief Technology Officer John Manoogian.

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