I’ve talked before about Mastering Social Locations and what you can do with Geo-fencing and that we are developing a solution to enable companies to actually start doing this for real in a repeatable productised way.  Technically we demonstrated this at IBM’s IOD conference in Las Vegas last year and today we’ve released a joint whitepaper with IBM on exactly what the solution does and what benefits it delivers to customers.  The paper MDM: Mastering Campaign Management talks about both how you identify your customers and locations (the MDM part) and then leverage this to drive customers into the store and maximise the basket size (the Campaign Management side).  This is what we mean by an MDM solution at Capgemini, something targeted at a business problem that explains why MDM is important and demonstrates the value that it can deliver, and critically how it can maximise the value of other investments.