In fact, it is usually what individuals have done that predicts what they will do. And so PA feeds on data that extends past dry yet essential demographics like location and gender to include behavioral predictors such as recency, frequency, purchases, financial activity, and product usage such as calls and web surfing. These behaviors are often the most valuable—it’s always a behavior that we seek to predict, and indeed behavior predicts behavior. As Jean-Paul Sartre put it, “[A man’s] true self is dictated by his actions.
