Among these data types, some are more useful for prediction than others. Behavioral data definitely possess more predictive power than simple demographic data for sure. But alas, they are harder to come by. It could be that the target is new to the environment, so she may not have left much data behind at all. May be she just looked around and didn’t buy anything yet. Or she is very privacy-conscious and diligent about erasing her behavioral trails on the net or otherwise. Maybe she explicitly opted out of being traced at all, giving up much of the convenience factors of being known by the merchants. Then the data coverage comes into the equation, and that is why analysts rely on demographic and geo-demographic data for their readily available nature. Much of such data can easily be purchased and appended on a household or individual level, at least in the U.S. If we get to have some hint of identity of the target, there are ways to merge disparate data sets together.
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