Hyper-local marketing offers advantages in targeting the right audience through mobile devices, that's why many brands concentrate their data-efforts on it and connect the client at a time when he is in physical proximity to their offices. Starbucks, for example, sends a message to customers, if the system detects their location next to a particular coffee shop. On the one hand, this is a very useful and efficient method, on the other - mobile data-campaigns should not be limited with hyper-local targeting. Craze for smartphones, coupled with modern technologies, opens the endless sea of possibilities for marketers. So if all you do in this area is reduced to the invitation of customers to come to your store when they are close by - you overlooked pretty much. Return to the madness. We all know (by personal example as well) that people today can not live without their gadgets. According to an independent research, 91% of US adults do not unhand their phones throughout the day, or keep them in the immediate neighborhood. On average, every smartphone owner looks at the screen (thus performing an action) 150 times per day. By tracking these actions, data-marketers can learn a lot about their customers / potential customers. Let's consider the possibilities of mobile targeting on the example of the same Starbucks. You can simply keep track of customers who find themselves near your coffee shop, and send them messages with invitations and special offers. Also you can go a little further into the data and find out that the same device was fixed at Starbucks coffee shops in 4 different cities over the past 30 days. From this we can conclude that the device owner is an often traveling businessman, and target this user accordingly. After all, the approach to this client must be distinct from the consumer, who constantly comes in the same coffee shop. Not to mention the fact that the user will be interesting for the airlines and the companies leasing cars. Smartphone owners use their mobile devices anytime and anywhere - on planes (over 80%), on the couch watching TV (86%), and even sitting on the toilet (75%). This means that Mobile Data gives marketers incomparably more information about target audiences than Web could ever make. The heyday of mobile Internet has changed the game, mainly because it allowed to learn everything or almost everything about life and interests of consumers. Thanks to mobile data brands can go beyond the online behavior of users and get some sort of a D-3 picture of their behavior in real life. In desktop reality we used cookie-files in order to associate any actions of users with a relevant brand, product or service. Accordingly, behavioral segments and lookalike-models were formed basing on these actions. Nowadays marketers have the opportunity to go far beyond elementary targeting and predict the relevance of brands and advertising, using the huge amount of data in addition to the purchase history. It is also an opportunity for advertising agencies to reach a new level and start building brands. So, do not forget that making efforts to be "hyper-local" for your mobile users, you can lose a huge amount of data-possibilities given by the mobile channel.