Forget telephoto lenses and fake mustaches: The most important tools for America’s 35,000 private investigators are database subscription services. For more than a decade, professional snoops have been able to search troves of public and nonpublic records—known addresses, DMV records, photographs of a person’s car — and condense them into comprehensive reports costing as little as $10. Now they can combine that information with the kinds of things marketers know about you, such as which politicians you donate to, what you spend on groceries, and whether it’s weird that you ate in last night, to create a portrait of your life and predict your behavior.
IDI, a year-old company in the so-called data-fusion business, is the first to centralize and weaponize all that information for its customers. The Boca Raton, Fla., company’s database service, idiCORE, combines public records with purchasing, demographic, and behavioral data. Chief Executive Officer Derek Dubner says the system isn’t waiting for requests from clients — it’s already built a profile on every American adult, including young people who wouldn’t be swept up in conventional databases, which only index transactions. “We have data on that 21-year-old who’s living at home with mom and dad,” he says.