Identifying data
Name, address, birth date, phone numbers, email address, social security number, driver’s license number.
Purchase behaviour
Amount spent on goods, buying activity, number of orders, buying channel preference, types of purchases, type of food purchased, type of entertainment purchased.
Health data
Ailments and prescriptions, allergy sufferer, health insurance plan, weight loss & supplements, disability insurance, purchase history in health topics, smoker in the household.
Also
Court and public record data, social media and technology data, general interest data, home and neighborhood data, vehicle data, travel data and other biographical facts.
Financial data
Annual income, credit score, credit card info, ownership of stocks or bonds, recent mortgage borrower, life insurance, loan.
Demographic data
Age, height, weight, marital status, country of origin, education level, occupation.