Thasos is at the vanguard of companies trying to help traders get ahead of stock moves like that using so-called alternative data. Such suppliers might examine mine slag heaps from outer space, analyze credit-card spending data or sort through construction permits. Thasos’s specialty is spewing out of your smartphone... Thasos gets data from about 1,000 apps, many of which need to know a phone’s location to be effective, like those providing weather forecasts, driving directions or the whereabouts of the nearest ATM. Smartphone users, wittingly or not, share their location when they use such apps... Before Thasos gets the data, suppliers scrub it of personally identifiable information, Mr. Skibiski said. It is just time-stamped strings of longitude and latitude. But with more than 100 million phones providing such coordinates, Thasos says it can paint detailed pictures of the ebb and flow of people, and thus their money... Thasos says it can count the phone-carrying shoppers who ditch their regular grocers when a new Whole Foods opens, or gauge drilling activity by sizing up the crowds at oil-patch bars. By identifying the census block where each phone spends the night, Thasos algorithms estimate how far customers travel to malls and shoppers’ incomes... Thasos won’t name its clients, but Mr. Skibiski says it sells data to dozens of hedge funds, some of which pay more than $1 million a year... This month, Thasos is set to start offering data through Bloomberg terminals. A measure of mall foot traffic will be widely available.. Mr. Skibiski and scientists at Sense studied movements of prepaid phones, looking for users who arrived at the airport on Monday mornings for business flights or dined in expensive restaurants... Census data is the model, Mr. Pentland said—detailed enough to have value, but not so detailed that individuals can be identified… In September, as Hurricane Florence churned toward the Carolina coast Thasos watched evacuation zones and found that in well-to-do census blocks, 65% of the people fled, while only 39% left poor areas. Such information could inform disaster response or infrastructure spending, yet it might also have commercial value. “You might look at that and say, ‘Gosh, I could price insurance differently,’ ” Mr. Pentland said.