A start$-$up data analytics firm pitches a new service to your marketing team. Their approach to data analysis incorporates social networking sites. Your team provides customer information including name, address, age, and whatever other information you might have. The data analytics firm captures your customers' posts in Facebook and Twitter. The language used in these posts is analyzed to predict customer personality types: extroversion, conscientiousness, emotional stability, openness, agreeableness, and integrity. The service will allow your team to use predicted customer personality types to produce more influential marketing programs. Additionally, the data analytics firm can comb Facebook and Twitter profiles to find other people who match desired personality profiles. Therefore, you can increase the audience your marketing messages can reach. Considering that customers are not aware their profile and data are under study, is this a service that you should use to improve your marketing programs?

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