Every link you click on the web leaves a little bit of your DNA
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A New Zealand Christchurch Company VortexDNA has created an algorithm that uses the mathematics of complex systems to predict human behavior. The technology offers companies the ability to better anticipate how their customers are likely to act. The application allocates a seven-digit number to consumers or users, which produces a new form of user segmentation, called genomic segmentation.
The application limits privacy issues, as it does not track user behaviour, no personal information is required to perform predictions its comparing numbers with numbers. The company created a survey that asked people about their purpose, values and focus in their lives.
From there, they developed seven key characteristics, each of which represents one characteristic of the mathematics of complex systems, with scores ranging from one to five for each attribute. From this the system allocates a seven digit number. People with a similar seven-digit number are more likely to have similar behaviour. Nick Gerritsen from VortexDNA says that this tool could be relevant to the advertising industry, search engines and market research, and also to the insurance industry, credit risk, fraud investigations.
To check out all the details of how this works you could visit VortexDNA
Source : Computerworld
