This is unsurprising. It was claimed that the algorithms developed by Cambridge Analytica and FaceBook during the Brexit campaign and the American 2016 election were able to predict behavior better than could friends or spouse:

https://www.amazon.com/Mindf-Cambridge-Analytica-Break-Ameri...

In "Mindf*ck: Cambridge Analytica and the Plot to Break America" Christopher Wylie described how Cambridge Analytica (CA) did the same thing on a large scale.

CA was active in both the Brexit campaign and the American presidential campaign. They set up fake websites, interviews, social media posts and even fake coffee shop meetings so people could see that they are working with "real" others who shared their beliefs. Astounding!

https://www.amazon.com/Mindf-Cambridge-Analytica-Break-Ameri...

Never thought I would feel nostalgic for old school address labels. The current version of marketing is much more, ah, specific. If you work with data about people, you should read Christopher Wylie's description of more powerful technology:

https://www.amazon.com/Mindf-Cambridge-Analytica-Break-Ameri...