US: To analyze the usage of GPS data in shopping centers and malls, Mobile location data platform, UberRetail has roped in geospatial business intelligence consultancy, B.I. Spatial, and US shopping center data source, Directory of Major Malls (DMM). Through this partnership, UberRetail will analyze the data captured within DMM shopping center locations, accurate within three meters. B.I. Spatial will take the results and add visitors' likely home locations, linking them to the trade areas. The trio says the alliance will offer a ‘quick and more relevant’ set of data and tools and avoid the need for customer intercept studies.