returns and models the model on the one hand there were dozens of personal data items the firm gathered from the web registered now this is all the voter data here and this is what would normally be public in voter records but it it's all accurate it has the day i registered to vote and it has figured out my birthday my address zip code down to you know all of my address it's connected to census information it's connected to all the different kinds of elections so u.s. congressional state senate state house state legislative then you have some consumer information here like the designated mark information and f.i.p.s. it is another kind of consumer voter code on the other hand was the psychometric interpretation of his personality that's how you can really zero in and target the model is my profile so you can see the different topics were ranked in order of