Critics of demographic profiling argue that broad-brush generalizations can only offer limited insight, and that their practical usefulness is debatable. That’s why with the mountains of data being collected about us as we surf the internet and engage with social media, some new ways of looking at targeted populations have emerged that may soon replace the tried-and-true notion of a general demographic. But while much has been written about the “social graph” – the data from your social connections that allow you to create aggregate profiles based on who you’re friends with – we believe the real opportunity for shift lied with the “interest graph.” Unlike the social graph – which allows marketers to understand who you like – the interest graph leverages data that actually give us a better idea of what you like. The interest graph is a better indication of your preferences than the social graph, because who you like isn’t necessarily an indication of what you like. Interest graph data include publicly available information such as what people volunteer (e.g., Facebook interests); what people share (e.g., photos from a biking trip); who people follow; and what people say online, what they retweet and what they post. They also include “feedback loop” information from what people actually respond to, such as receptiveness to a particular campaign, which then feeds back into the database.Read the full article.