Why does anyone let facts get in the way of truth?
Digital Footprints are about gathering data from many different sources, the three primary ones are:-
1. Data and information that you leave in the web (content under your control)
2. Data and information that others leave about you in the web (content out of your control)
3. Analysis of your and others data and information about you.
Data and information that you leave should be factual (clicks, buttons, content, blogs, usage, attention, location etc)
Data and information that others leave could be factual.
Interpretation of data about you will be biased on the needs of the person who wants the analysis. Supermarkets have different needs to Government, which is different to what Google or Facebook does.
Like in the real world, in a digital world Truth and Facts are probably not related.
Anything is predictable from your data but that does not make is probable.