How a Data Mining Giant Got Me Wrong

U.S. News 

On the positive side, there are indications Acxiom doesn't engage in racial profiling: The company predicts I have a 13.6 percent probability of interest in regularly going to a bar. I asked Hargreaves, the professor, if this seemed a statistically reasonable estimate for an Irish journalist. After she stopped laughing, Hargreaves said accurate predictions hinged on the raw data on which the profile is based.

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