Methods select content to be delivered to a visitor to a real-world venue. One method identifies a visitor to a real-world venue based on tracked physical actions and a profile including previously collected visitor information associated with the venue. The method determines that members of a group are present at the venue with the visitor, where the determining is based at least in part on the previously collected visitor information. Based on determining that the visitor is at the venue with members of the group, content is selected for the visitor. Another method identifies a visitor to a venue as belonging to a group by identifying the visitor based on tracked physical actions and collected visitor information. The tracked actions and visitor information are used to determine whether the visitor is in the venue with members of the group. Tailored content is sent to the visitor based on the determination.