For those who wonder just how powerful analytics and big data can be . . .

Target has gotten so good at data mining that they can spot when women are pregnant and when they’re going to give birth. (Read the NY Times article here ^[1].)

They look for things like purchases of unscented lotion, because pregnant women get a more sensitive sense of smell.

The Target line on this:  “We are very conservative about compliance with all privacy laws. But even if you’re following the law, you can do things where people get queasy.”

To mask that queasy feeling, Target disguises how much they know, placing the diaper coupons with coupons for other things, so you don’t know they’re on to you.

Never the less, there’s a story of a father who’s high school daughter started getting coupons for cribs and diapers.  Turns out Target knew something that Dad didn’t know – yet.

Evolv customers don’t need to worry.  We don’t do anything creepy with your data. Unless, of course, higher productivity and lower attrition freaks you out.