Big data can guess who you are based on your zip code.

Big Data age, your zip code is a window through which you can understand your spending power. This window also shows how you spend your time; So it essentially reveals what kind of person you are.

These are described in ESRI software company. The company will plot the entire U.S. postal code and link them to one of the 67 profiles of the American market. ESRI, for example, describes the people who live in postcode 90210 (Beverly), the "Top" profile:

"We have accomplished our career goals in the business, and now we can negotiate or run our own business." We are married, children have grown up, or have no children. In our luxurious home, every housekeeping chore is contracted to the various service providers. We can enjoy a full range of private services at our top salons, spas and fitness centers, and we buy whatever we want at high-end businesses. We travel a lot, take a luxurious and comfortable vacation, or go to our second home in the United States or abroad, at our expense. Our evenings and weekends are filled with drama, http://www.aliyun.com/zixun/aggregation/38395.html > Classical concerts, charity dinners and shopping. We support art and other charitable activities, we read to broaden our knowledge, and we rely on networks, radio and news newspapers for information. Spending time with family and a small circle of friends is one of our most important things. “

The details are plentiful and compelling. When I compare the situation of my previous residence with the corresponding postcode, I find these details are quite accurate. Anyone can insert a zip code into ESRI's database, which also triggers an addictive game-"Guess my Identity". The database can also see how some regions are moving from one zip code to another. (for example, the 94301 postal district of Palo has a "top" tenant ratio that is much higher than the next 94303 districts)

But the fascinating thing about the database is that it can glimpse how marketers look at the world and how or whether data files are connected to people in remote cities. Although cities like Portland, Oregon and Austin, Texas are culturally comparable, their marketing profiles are vastly different. Although the vast majority of Beverly's consumer profiles are the same as those in the Philadelphia mainline, they do not match the profile of the equally expensive Manhattan Upper East Side.

Here's a review of the "trend leaders" of the 11222 Brooklyn Green spots:

"Believe that you can only be young once," we live a full life, not to buy a house to buy a car tied, nor prepared to set down. We are young, single, educated, and work well, and we spend our income on high-end city life and entertainment-most of it spent on rent. Although we are very expensive, we also consult financial advice and are building portfolios. Our clothes from head to toe are the latest trends, and we use the evenings and weekends to discover local art and culture, dine out, or discover new hobbies. We have to be connected all the times; texting and social media are essential to our communication and social life. Everything is best read on e-books and tablet devices, and of course women's fashion magazines and gourmet magazines must be cardboard. We buy convenient organic food in whole Foods and Joe. “

96816, Honolulu expensive Kahala residential area, "Pacific Highlands" residents:

"You will find us outside the cities of California, Hawaii, and the North East District Pacific Coastal metropolitan area," he said. Many of us are Asian and multi-ethnic; many of us are born abroad. We are rich, well-educated, married, some have children, some are not. Some of us live together for generations. We have expensive villas and townhouses. We are white-collar workers in business, computing, architecture, and engineering, and we are smart at investing in Money, which provides us with income and assets. Shopping, we go to the store to buy fashionable clothes, go to the good city to buy more bulk goods, to the special market to buy food. We often surf the internet, visit blogs and chat rooms online, shop, watch TV movies, operate and follow up on trading investments. As an entertainment program, we go to casino gambling, visiting theme parks, dining at family restaurants, listening to new century music and jazz, and reading fashion magazines. “

49544, the "restless Young" population of 1/4 of the population of Tahiti in Michigan:

"We are the millennium, and this is our time to show ourselves." We are young, diverse and well-educated, and we either invest in our own classes, work in professional/professional sales positions, or serve as administrative support positions in our offices. Most of us rent and live with the relocation of our place of work. We live in Nan District, Western District, Zhongxi District metropolitan area, rent or rent alone. We can't have a cell phone; we send information, listen to music, pay bills, redeem coupons, get guidelines, and study financial information. Not faithful to a brand; we shop for the best price. We buy natural or organic food, but we also eat fast food. We want to be the first to show off the latest electronics, but we'll read online reviews before we buy them. When we surf the Internet, we use net silver, shopping on ebay, playing Twitter and Facebook, watching TV movies. “

10014, the "laptop and latte" clan of Manhattan West Village:

"We have money, good education, single or company, we love the life of a big city, and we work full-time in the business, financial, legal, computer and entertainment industries." Most of us do not have our own homes or cars, we rent apartments in convenient areas of life, work from home or walk, ride bikes, and take public transport activities. We have accumulated pensions rather than immediate interests, and we invest in mutual funds and work on retirement plans. Good health is one of the most important things, so we regularly exercise, pay attention to nutrition, buy organic food in the upscale store. Daily expenses are spent on beautiful clothes, travel, Starbucks to enjoy coffee, and spa. Laptops, mobile phones, ipads are always on, so keep it together. Visit art galleries and museums in your spare time, go to cinemas, opera and rock shows, and read electronic books and magazines. ”

In the country's most populous postal district 95834 (northern Sacramento, California), there are "American Dreamers"; In the country's lowest-diversity postal district 02562 (Desargues, Massachusetts), there are "green fields". Oddly, unlike census data in the database, this data never explicitly mentions ethnic and national factors-only a few tabs to see more information about income, age, and population density in a postal district.

All this illustrates the extent to which consumer behaviour affects people's perceptions of a particular place and its inhabitants. From a marketer's point of view, it seems like you're paying for something, and you're some kind of person. Today's marketers know more about the behavior of American consumers than ever before.

The breadth of the US data machine is alarming. In a report published earlier this year, the Federal Trade Commission said Datalogix, one of Facebook's collaborators, had marketing data for almost every home in the United States, as well as detailed information on more than 1 trillion consumer transactions.

Nevertheless, how much of the information that a data broker gets can be equated to a truly intricate complex? After all, a description is accurate and does not mean that the description is complete. There is no better way to really understand a place and its inhabitants than to live there. This fact, at least, makes people feel relieved.