On the left-hand side, you can see in AXIOM, as we look down,
it has knowledgeC, and it breaks it down
into all of these different categories.
Application focus, install states, intense,
activity level, usage, device lock/unlock, media history,
Safari history, backlight.
Think about this.
Every time you touch your iPhone and it lights up,
that's tracked in knowledgeC.
We could see the application name, start time, end time.
Over here for device lock states,
locked/unlocked, start time, end time.
So this is really helpful for you
to say, OK was the user actually on their device
during this time, and actually profile that user.
It is amazing what you can get.