A consumer sensing and audience measurement system that utilizes the mobile phone carried by the consumer as a proxy for the consumer's location inside a building and consumer attributes. Actions include monitoring wireless communications being provided by one or more mobile devices. A first broadcast identifier indicated in wireless communications can be identified during a first time period. A first location corresponding to the first broadcast identifier can be determined based on a strength associated with wireless communications that indicate the first broadcast identifier. A second broadcast identifier can be identified in the monitored wireless communications during a second time period. A second location corresponding to the second broadcast identifier can be determined based on a strength associated with wireless communications that indicate the second broadcast identifier. A likelihood that the first broadcast identifier and the second broadcast identifier are associated with a same particular mobile device can be determined.