Data Infill

The owner of a consumer data product wants to increase the number of attributes it knows about individuals, without the expense and trouble of collecting information from each customer.

For this business need, personality can provide a kind of password key that allows the database to unlock additional fields. Any customer or group of customers already displays a characteristic set of preferences and behaviours, which are recorded in the database. That pattern allows us to generate a prediction of personality profile for individuals and groups. This customer profile is, in itself, a valuable data attribute.

From the new data attribute of personality, the customer data records can be extended to predict new data fields. For example, which browser the customer is likely to use, media consumption, and technology preferences.

  • A chrome-browser user, for example, is likely to prefer Sony and tune into The Simpsons.
  • A Firefox-browzer user, on the other hand, is likely to prefer Android and get their media on Pirate Bay.

A hypothetical example of such a client might be a visitor attraction such as Legoland with the online booking form as the only data gathering point. Many customer records exist. However, little data populates them to illuminate who the customers are. The company will not want to marr the customer experience with information requests. However, knowing the rest of the picture helps them optimise the marketing and product offer.