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Companies Predict Your Behaviour April 9, 2010

Posted by tkcollier in Economy & Business, Lifestyle.
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Predicting people’s behavior is becoming big business—and increasingly feasible in an era defined by accessible information. Data crunching by Canadian Tire, for instance, recently enabled the retailer’s credit card business to create psychological profiles of its cardholders that were built upon alarmingly precise correlations. Their findings: Cardholders who purchased carbon-monoxide detectors, premium birdseed, and felt pads for the bottoms of their chair legs rarely missed a payment. On the other hand, those who bought cheap motor oil and visited a Montreal pool bar called “Sharx” were a higher risk. “If you show us what you buy, we can tell you who you are, maybe even better than you know yourself,” a former Canadian Tire exec said.

And with its “Total Rewards” card, Harrah’s casinos track everything that players win and lose, in real time, and then analyze their demographic information to calculate their “pain point”—the maximum amount of money they’re likely to be willing to lose and still come back to the casino in the future. Players who get too close to their pain point are likely to be offered a free dinner that gets them off the casino floor.

via How Visa Predicts Divorce – The Daily Beast.

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