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One characteristic that the company normally looks for is psychographics (especially the behavior) because, in this digital age, it can give valuable information. The shopping history or inclination towards certain items is statistical data as it gives a sense of brand consciousness. It is highly valuable for a marketing manager because it would provide an insight into the consumer purchasing history (Camilleri). For example, an IT employee who loves purchasing tech is an ideal consumer of electronics, hence Apple, Samsung, Google, and others can target that employee. A woman that loves shopping apparel is a potential customer for fashion companies, helping the companies to locate their potential returning consumer. This would also reduce the chance of discrimination because anyone (regardless of race, age, and religion) can be used as a customer. This information can also give data about returning client and giving them discounts or seasonal off would increase customer loyalty, impacting branding.