SureBzz claims it is the first and leading word-of-mouth marketing service in India. The business works by creating a community of “SureBzzers.” This community is then used to spread the word about a brand, product, or service to other consumers. SureBzz uses demographic and behavioral data points to help identify the right kind of person to spread the “buzz” about the brand. Each SureBzzer has the opportunity to experience the product or service firsthand; this is in order to ensure that the “buzz” is genuine. Typically, they are given samples, trials, and coupons. SureBzzers are encouraged to share their opinions on Facebook, Twitter, blogs, and other social media. The SureBzzers submit reports to the company that are then checked. How is the data used from this point?