1. A computer-implemented system that creates an intensity map, comprising: a processing device; and one or more components operating in conjunction with the processing device, the one or more components comprising: an evaluation component that receives an intensity score from a mobile device, the intensity score being a rating of variable scale that indicates various levels of interest, the evaluation component to gradually reduce the intensity score as time from when the intensity score is received gradually increases; a tracking component that determines a location of the mobile device, exchanges location information with the mobile device, and provides a location based service (LBS) to the mobile device; and a mapping component that aggregates the intensity score to an intensity map for a particular geographic location, the intensity map being configured to reflect intensity scores for the particular geographic location using coding that reflects varying degrees of correlation across the particular geographic location to interests of the user of the mobile device.