More specifically — by matching all of your purchases with every data point about you, and the people you associate with, they can build out statistical models to determine the data points that most strongly correlate to people like you and what motivates or persuades them to GENERATE MORE PROFIT — direct purchases, attention, clicks, discussion, word of mouth, lead generation, etc, etc...

Or... You know... What motivates/persuades you to support a dictator or vote for a specific political candidate or party, as well as what demotivates/dissuades you from the opposition — including what types of psychological warfare, disinformation, deepfakes, "fake news", and lies are most successful in achieving these goals — all of which benefits the most horrifically immoral and unethical criminals, corporations, and individuals the most (the "good guys" aren't the ones using deception and lies to profit and win).