Dive summary:

• With all Zipcars fully GPS-enabled, the company is considering offering deals to it's drivers as they pass restaurants, retails, and more.
• CMO Rob Weisberg maintains that Zipcar is as much about data as it is steel and wheels, "People talk about Big Data...for us, data is the business. It's that simple. It's how we run the business."
• Zipcar has 700,000 members and over 9,000 cars in cities across the country.

From the article:

With its fully GPS-equipped vehicle fleet, car-sharing company Zipcar could theoretically begin sending mobile offers for stores and restaurants that customers pass by while out driving. And Chief Marketing Officer Rob Weisberg suggested that Zipcar could be evaluating such tactics.

"You might see how that data could be valuable," Mr. Weisberg told fellow marketers Wednesday at Ad Age's CMO Strategy Summit in Chicago. "At some point we may decide...