# Professor Adam Alter explains why data from fitness trackers is valuable to marketers

1 Faculty News September 5, 2018 ![](/sites/default/files/styles/246w/public/assets/images/con_040882.jpg?itok=bM-JCW7O)>

Excerpt from [Popular Science](https://www.popsci.com/fitness-trackers-google-heart-points) -- "In his own research, for example, Alter has shown we’re more likely to run a marathon when our age ends in a nine—29, 39, 49—because the dawn of a new decade prompts people to seek meaning. 'With that knowledge you might advise running shoe companies to advertise to people who are approaching a new decade, or people, more broadly, who might be experiencing life transitions,' Alter writes."

[Read more](https://www.popsci.com/fitness-trackers-google-heart-points)