6 Companies that track your actions – Predictive Analytics

The Hutch Report

From the time you wake up in your Nest operated home or apartment until Sundown, you have probably made a number of Google searches on your iPhone, used any number of messaging applications, or maybe purchased a few things from Amazon, unaware that they are all compiling data from you. But wait, maybe you just went brick and mortar instead and went for a walk downtown, amongst all the cameras watching you. You may have wandered into a Macy’s store where there is an array of iBeacons tracking your every move. Regardless, in a world of data tracking, it is clear that being anonymous has become an incredibly difficult task. 

It is not difficult to understand why we have seen this explosion of data tracking. This data has become very valuable to companies and brands. We explained in our previous article, “Has the quest for marketing data gone too far?” how Target has the ability to know when a girl has become pregnant well before her family. Brands want to know everything about their customers. They want to know what they want, when they want it and how much they can use of it. Very simply, the accumulation of more and intrusive data translates into knowledge and knowledge translates into sales which translates into the holy grail, “greater profits.”

We identified 6 companies who are working with the latest in artificial intelligence technology to learn more about everything you do and feel. 

Real Eyes

Real Eyes believes that emotions drive behaviour. Understand a consumer’s emotional state and you will be able to better understand their behaviour. Using webcams and the latest computer vision and machine-learning technologies, they measure how people feel as they watch video content online. Their emotional intelligence enables brands, agencies and media companies to confidently target optimized content to the right audiences. You may never watch a video in quite the same way again!

Aura Vision Labs

Aura Vision wants to help brands discover why shoppers buy. They have a deep learning technology that seamlessly captures powerful, anonymous insights from any camera. They want to help companies harness their existing video systems or easily deploy low-cost cameras, in-store or on-street. They promise to reveal product performance with precise behavioural intelligence, from entrance to checkout. They are deploying solutions for brands, retailers, market research agencies, and commercial real estate. Smile when you look up at those cameras!


This company provides both predictive and historical queue information at security checkpoints and immigration. Their predictive queuing solutions, utilized in several of the world’s largest airports, are regarded among the most accurate in the world. With lane detection capabilities, they also provide lane open recommendations by hour and day to improve passenger flow through security. In addition to airports he company uses Bluetooth on mobile phones to tell big box stores, and grocers about consumers movements — where they go and how long they spend there.  Companies are very interested in this kind of data so get in line!


Invoca helps the modern marketer optimize for the most important step in the customer journey: the phone call. They believe that the key to driving revenue is a set of insights into phone calls and conversation that are highly actionable, relevant to a business, and available in real-time. With Invoca’s Voice Marketing Cloud, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who’s calling and analyze what’s being said in conversations. Their product consist of a signal intelligence engine. Signal taps into hundreds of data points and uses marketer friendly tools and the power of machine learning to help you understand not only where calls are coming from, the outcome of those calls, and new insights into the customer journey. Next time you call customer service think about who else may be listening!


Affectiva was spun out of MIT Labs. They believe that in order to improve road safety and to offer a stellar transportation experience, there must be a deep understanding of driver and occupant emotions, cognitive states, and reactions to the driving experience. Affectiva Automotive AI unobtrusively measures, in real time, complex and nuanced emotional and cognitive states from face and voice. This next generation in-cabin software enables OEMs and Tier 1s to monitor driver state and measure occupant mood and reactions.  Although they don’t mention it, as a standard technology in every car you could imagine how the police force would be very interested in having realtime technology understanding who is reacting irratically in an automobile. 


As in the case of Real Eyes, BehaviorMatrix is a behavioural analytics firm founded on the principle that human behaviour is driven by emotion. Their approach is built on proprietary technology, which allows BehaviorMatrix℠ to delve deeper in the data mines of human perception and emotion, to deliver actionable data that a brand or company needs to be successful. Being able to find the emotional drivers and track them over time gives BehaviorMatrix the most comprehensive information in the field of behavioral analytics.

These are only 6 examples of how companies are diving deeper into data tracking with the use of artificial intelligence. Although the debate is only getting started, there is never any mention of who this data belongs to or if compiling the data requires some sort of consent. As Facebook founder Mark Zuckerberg stated clearly before his presentation before congress, “users own their own data” and essentially sign off to allow Facebook to make use of it. Providing data is one thing but this debate will only get more complex when we start to think about companies tracking and selling data based on your emotions and behavior. Stay tuned. The Future is here.