By analyzing opinions and views on the web (reviews, likes, ratings, shares, comments etc.)
Best and most researched component of choice. Enterprises own large amounts of customer behavior data
Derived from sensors of connected devices (phone, tablet, computer & wearable sensors)
Gathered from read/followed pages across the internet and social media
As taste is category agnostic, the ability to predict taste is highly accurate. Even with data in new categories, and without prior transaction history.