Data Mining is something to be aware of when you use your supermarket rewards cards.
Companies have a vested interest in seeing what you buy and what you spend.
They pay big money to supermarkets for the data recorded against customer's cards.
For example, in the United States where you pay for your own insurance coverage, the insurance companies may
purchase your food purchase data, and use this to create a prediction model of your family's health pattern for the future.
Then they adjust your insurance premium accordingly, for example if you eat a lot of high fat food, you may be more
susceptible to heart disease etc.
Makes you think, does it not?
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