I am giving a real life example of my prof.
Decades ago, before you and I were born, he was a mid level manager in a cooler company. They had come up with a new smaller efficient cooler. Initially They didn't get any success because of cost and plastic build.
Later They came up with idea of targeting a specific group. They changed the positioning ,targeted students. Student needs comfort to study well. But how to connect with students. They dont have purchasing power to buy a cooler.
So they partnered with few insurance company bought their data. Manually went through the data. Put some filters.
Upper mid/rich parents
With dependable in age range of 10-18yrs. Sent promo materials directly to their home. This wasn't common in india back then. It was a huge success. At that time there was no internet or big data, even tv was extremely rare. Still they were able to pursue such elaborate campaign.
Compared to this, getting anyone's data right now is a child's play.
