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Marketing thesis

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Foursquare City Guide, commonly known as Foursquare, is a local search-thesis-discovery mobile app which provides search results for its users. The app provides personalized recommendations of places to go near a user’s current location based on users’ previous browsing history and check-in history. The service was created in late 2008 and launched in 2009 by Dennis Crowley and Naveen Selvadurai. As of 2016, Foursquare had 50 million monthly active users. As of 2011, male marketing female users are equally represented and also 50 percent of users are outside the US.

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Foursquare lets users search for restaurants, nightlife spots, shops and other places of interest in their surrounding area. It is also possible to search other areas by entering the name of a remote location. The app displays personalized recommendations based on the time of day, displaying breakfast places in the morning, dinner places in the evening etc. Recommendations are personalized based on factors that include a user’s check-in history, their «Tastes» and their venue ratings.

Tips are limited to 200 characters in length, but can include a URL to link to an external site with more information, and can include a photo. Foursquare has a defined list of «tastes» in particular food items, styles of cuisine or environmental aspects, which users may add to their profiles to let the app know what they like. The app uses natural language processing to match a user’s tastes with the tips at nearby venues that mention them. Foursquare uses its own proprietary technology, Pilgrim, to detect a user’s location. GPS signal, cell tower triangulation, cellular signal strength and surrounding wifi signals. The app uses the location service to track a user’s location in the background, enabling push notifications of things the user might find interesting in their vicinity.

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