Big Data is secretly scoring you

Melanie Hicken | 4/2/2014, 12:02 p.m.
You likely know about your credit score -- that key measure that influences everything from your monthly car payment to ...
Marketers, banks and others could be using secret consumer scores to rank you. (Tiffany Baker/CNN)

— As long as the score does not use your own protected health information, it would not be protected by privacy laws.

Fraud scores: Widely used by retailers, credit card issuers and other companies, fraud scores indicate whether a consumer may be posing as someone else or attempting to perpetuate a fraud of some sort.

While the scores are an important fraud and loss prevention tool, they can also create major headaches for any consumer who gets incorrectly labeled or is a victim of identity theft.

Get branded as a high risk and you could be declined on credit card purchases or rejected on loan applications, among other things. And unlike a credit score, you typically have few rights to access or contest a fraud score.

Custom scores: Some retailers create their own custom scores using sophisticated analysis of their massive databases of customer purchases and demographic information. The most famous example: Target's pregnancy predictor score, which used a consumer's shopping history to predict that she was pregnant even before she had told family members.

Law enforcement scores: A variety of government scores are used for safety, anti-terrorism and other law enforcement purposes, but very little is known about how this information is used, the report stated.


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