According to categories developed by the data-mining company Acxiom, Douglas Rushkoff is a "shooting star." He's urban, career-focused and has settled down a bit later than average. He probably likes
taking a run in the morning and watching Seinfeld reruns. He's a so-called cultural creative and Acxiom recognizes Rushkoff's type. The company also knows how he and others like him operate -- what
they buy; how they vote; and when, on average, they'll have kids and perhaps need fertility drugs or a new crib. Using Acxiom's sophisticated, reverse-engineered analysis of buying patterns, these
companies may have a better chance at doing just that.
Read the whole story at Wired, November 9, 2004
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