Checking Out What Big Data Knows About You
<p>Maybe the data gods don’t have us all pegged — yet.</p>
<p>One of the biggest data collectors and sellers, Little Rock-based Acxiom, knows all about my house, my car and my purchases of vegetable seeds. It believes I have 32 interests — 21 of which are accurate.</p>
<p>But its files also say that my education ended with high school, and that I’m an unmarried, childless craftsman with a truck, earning less than $30,000 — all wrong. (To be fair, Acxiom’s data on two of my colleagues were more accurate.)</p>
