The data reveals trends by city (Tequiza may be hot in San Antonio, but Bud Light plays better in Peoria), by neighborhood (gay models appear on posters in San Francisco's Castro district, but not on those in the Mission), by holiday (the Fourth of July is a big seller in Atlanta, but St. Patrick's Day isn't), and by class (cans for blue-collar stores, bottles for white-collar).
"They're drilling down to the level of the individual store," Thompson says. "They can pinpoint if customers are gay, Latino, 30-year-old, college-educated conservatives."
(Link stolen from djstorm; the pun is ALL MINE! MUAHAHAHAAH!)