Plain and simple, the data can be used to build a marketing data base. Twitter can be used as a 2 way advertising platform between your company and the consumer, Twitter accounts can also be used in a way to find out what your consumers like see who they are following to design a marketing strategy. Phone numbers can be used as text messaging marketing although if you are too pushy consumer can easily decide to send the STOP txt message and have you take them off your txt messaging alerts.Phone numbers can also be used in a way to let patrons know about upcoming events/product releases etc.