As it becomes easier to gather information on consumers, businesses are crunching personal data in new ways to forecast a wide variety of behavior. In much the same way that credit scores predict how likely you are to pay your bills, a new generation of scores now rate the likelihood that you’ll take your medications or redeem a specific coupon. In some cases, transactions that were traditionally considered off the books - such as rent payments and payday loans - are being incorporated into the growing body of information used to size up customers. The new uses of personal data raise a host of concerns for consumer advocates, who question the reliability of the scoring models and the accuracy of the information they rely on.