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During this year’s mercilessly cold winter, Foursquare managed to reignite its business, scoring a $15 million funding round from Microsoft as well as a three-month integrated campaign with Heineken. The developments renewed hopes for the social-mobile company as user growth (45 million app downloads, at last count) only crawled along compared to burgeoning mobile rivals Snapchat and WhatsApp.
Still, Foursquare’s location data stands out in a retail universe where digital intel increasingly melds with brick and mortar.
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