Fire death reports are pulled together with census data, ordinance survey maps, historic trends, and Mosaic data (consumer profiling) among other sources.
For years, civil rights groups have accused the department of racial profiling and point to data that 87 percent of the stops last year were of black and Hispanic people.
As first reported by Ad Age, the social giant is teaming up with four data brokers to incorporate their rich data about consumers such as purchase information from shopper loyalty cards into profiling Facebook users so advertisers can hit them up with what they hope are better ads.
Some of these questions can be answered by the Data Planner, like what did they dispose of and who they are, through match-back profiling and analysis.