CLASSIFICAÇÃO GEODEMOGRÁFICA E A ASSIMETRIA NA DATAFICAÇÃO DE CRÉDITO

Abstract

The market for buying and selling personal data plays a prominent role in the information economy. With the increasing volume of collection of personal information, segmentation tools receive a growing interest by organizations, since they use strong data technologies to construct accurate population profiles. To understand the characteristics of this type of classification, we analyze the Mosaic geodemographic classification relative to one of its applications at the consumer end user: the Serasa Score. Mosaic ranks the Brazilian population based on its consumption power and personal characteristics in 11 categories and 40 segments. This categorization method considers financial, geographical, demographic, consumer, behavior, and lifestyle aspects. In turn, the Serasa Score is a compulsory tool for some classes of citizens, who need to enter into the game of continuous management and optimization of their indexes. The study analyzes the opacity of the systems and asymmetries of the geodemographic classification.