Summary List Placement Always the bridesmaid, never the bride. For years, that was the reality for geolocation data, which tracks people's movements by pinging their cell phones. The data sets were viewed by Wall Street as a secondary need in the world of alternative data, as they usually had to be paired with other information — credit-card receipts, for example — to create an investment signal. Clientele for the data was often limited to a handful of well-resourced funds and banks with serious data-science chops. The pandemic changed all that.