Mobile devices can tell a great deal about human behavior, such as location and affluence. What about the type of person they are based on the speed at which they type a text message or email? Deborah Gage tells us that public and private data now allows companies to test these types of farfetched theories, asking questions that few people would have thought to ask before. By combining human and artificial intelligence, marketing analysts are trying try to reveal little-known insights and make predictions that could give businesses an advantage in an increasingly competitive marketplace. She tells us how.