intimate data

"Intimate data" refers to opinions, attitudes, beliefs, and moods that aren't written down anywhere but can be inferred from your online behavior, such as your posts on social media (Facebook), search queries on search engines (Google), and purchases on e-commerce (Amazon).

Advances in machine learning and neural networks make it easier to see patterns in this seemingly innocuous pool of data. Companies with this kind of information can make all kinds of inferences about you and your life circumstances that you may not even know yourself.
NetLingo Classification: Online Jargon