1. A method comprising: receiving, at a network-based service, georeferenced transaction data harvested from wireless devices during transaction events; performing cluster analysis on the georeferenced transaction data, the cluster analysis resulting in one or more clusters associated with the georeferenced transaction data; mapping supplemental data to one of the one or more clusters; and updating point of interest (POI) data with the supplemental data, where the method is performed by one or more hardware processors.