The Null Device
2004/2/12
A data-mining technology developed for hunting down criminals, and used to identify backpacker killer Ivan Milat, is now being adapted to identifying consumer preferences by analysing their purchases and media choices:
"We know the people who drink a certain type of coffee will also eat specific types of chocolate bars and eat at particular food chains," said Torque's managing partner, Oliver Rees. "It's not only interesting for marketing those products to specific people but also for how store layouts are designed and how brand alliances should or could develop."