Hundreds of data points that are collected from our clicks and likes are used by target marketing engines to provide us with what may be seen as irrelevant, repetitive and useless shortcuts. These data points are not enough on their own to provide accurate insight into an individual’s consumer behavior, particularly when they are utilized and deployed in the absence of sufficient data analysis for predicting the behavior of the demographic to which that individual belongs. These data points-our clicks, likes, and searches-may not be proportionately insightful as compared to the sheer magnitude of the data collected. The random collection of personal data may not have the capacity to grasp our true consumer profiles without being supplemented by an understanding of how these data points fit respectively into consumer identities or niches.