There is a piece in WSJ that discusses how one fund, two sigma, uses cell phone tracking data, as well as many other sources of data to build trading signals.
http://www.wsj.com/articles/how-computers-trawl-a-sea-of-dat...
In fact, I think the biggest funds are putting more effort into this type of big data exploration from funds than they are into trying to glean more information out of the time series data provided by the exchanges data feeds.
10 years ago, being able to scrape the web was a competitive advantage for funds, 5 years ago it was real time sentiment analysis of news reports.
Today, its being able to consume 100's of disparate data feeds and build alpha generating signals from it.