My husband Matt and I traveled to Orange County, California during this year’s terrible East coast “Snowmageddon” season. It was sunny, warm and wonderful. When we returned to the threat of another potential snow storm (in April!), we had a text message conversation, discussing how great it would be to move to Orange County. Later that day, Matt logged into his professional social media app on his phone and noticed he had gotten job postings for Orange County. Strangely enough, when I logged into my own personal social media app, I was surprised to discover that I had received ads for real estate in Orange County.
Social media and mobile apps are moving toward predictive advertising and behavior to make our lives more convenient by alerting you about traffic congestion or items that you might want to purchase. The amount of personal data required to power these types of applications is staggering. Companies go to great lengths and expense to create and employ the technology that powers the analytics necessary to perform this complex predictive modeling based on your data.