  In the last decade, the digital age has sharply redefined the way we study
human behavior. With the advancement of data storage and sensing technologies,
electronic records now encompass a diverse spectrum of human activity, ranging
from location data, phone and email communication to Twitter activity and
open-source contributions on Wikipedia and OpenStreetMap. In particular, the
study of the shopping and mobility patterns of individual consumers has the
potential to give deeper insight into the lifestyles and infrastructure of the
region. Credit card records (CCRs) provide detailed insight into purchase
behavior and have been found to have inherent regularity in consumer shopping
patterns; call detail records (CDRs) present new opportunities to understand
human mobility, analyze wealth, and model social network dynamics. In this
chapter, we jointly model the lifestyles of individuals, a more challenging
problem with higher variability when compared to the aggregated behavior of
city regions. Using collective matrix factorization, we propose a unified dual
view of lifestyles. Understanding these lifestyles will not only inform
commercial opportunities, but also help policymakers and nonprofit
organizations understand the characteristics and needs of the entire region, as
well as of the individuals within that region. The applications of this range
from targeted advertisements and promotions to the diffusion of digital
financial services among low-income groups.
