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People say all sorts of things about us many seem to think that we collect more data than we should. As if they were afraid that we spy on them or try to predict the unpredictable. Well they certainly don't understands the complexity and the importance of our work without us they would be lost in the digital mass left without guidance as to what is relevant and woody of attention we are the cartographers of the internet. But this is not an easy task and you Facebook users disturb us more than you have. You'll profiles of full of wishful thinking self creations bigger and smaller allies. Many users try to manage the identities hide certain parts about themselves from the network. We can even understand that but we cannot afford to not tonight what is really important in your life. How do we get that knowledge there are many ways but it always starts with collecting all the digital that pre you leave behind. Every IP address and wifi every device you have connected to the network every click you've made on Facebook and beyond. We follow you all around the web even when you are not logged in to Facebook. Understanding your friends and family are is an easy task also usual gruff keeps track of who you talk to with whom you travel on holidays and who you meet at work these posts make you interact and why. Is this about a work project or a life event. Data from your devices tells us which finds that sleep together and which ones work in the same office. Discovering your hidden characteristics political or sexual preferences real purchasing power important shifts in your life can be slightly more difficult but still possible. We just need to find correlations draw patterns and make reasonable predictions. Imagine we want to know how much you are ready to spend on a particular product a typical question the tiny advertise the will ask. Well it is not just about your income or what place the most obvious fact is what also matters is your social network what pressures come from your friends your family situation how many people depend on your salary. Your life circumstances do you need to travel for an urgent personal matter or is someone you love celebrating a birthday. We also check your browsing history have you been checking the best bargains or latest office do you think twice before buying act quickly all that matters. All politics you don't need to tell us on your wall what political opinions you have we can work that out all we need is a cluster of people around you who show similar behavioral patterns. If most of your friends join protests well certain political events or interact with certain types of political content there is a good chance that do you think the same way even if you keep it for yourself. What about important or unusual events in your life. Of course we track them to. It is actually easier than might seem a new job baby or relationship immediately reflected in your online habits like your typical looking on times or location pattern. We can reach that from your GPS data and IP addresses all wifi networks that you have used. But most often we don't have to go that deep just by looking at the websites you visit and articles you click on we can say what exactly is going on. We are proud that you already know networks and Facebook detect and understand key words in goal posts messages and comments. Are you talking about baby food the weather health politics. Artificial intelligence understands that. Sometimes the results of our investigations can be quite sensitive. Think about a young female user he starts checking websites with health related advice and reading about the symptoms of pregnancy. It is a hint that she is moving to a valuable category of women who will be preparing her nest pretty soon. Teenage uses you suddenly stop missing out on social events interact less with the network and use words such as bad side doesn't matter. Some may even visit websites typed depression. We take it as a signal that they might be going through a difficult time this is all set a good marketing opportunity. Why do we make all this effort well Beyonce is simple this knowledge is in the mind we sell it at a good price to our clients who need your attention I need us to tell them how to get to it.