I once worked for the digital arm of a Top 10 advertising agency, 60-70 moons ago.
There was only one term of relevance at that time: CRM.
Anything account teams pitched had as underlaying core to gather data, accounts, and everything else in order to later feed from the CRM to targetable silos.
In fact, as Entrepreneur in Residence, I even remember pitching that location was a literal goldmine when combined with liked interests. Screw people liking cruise ship holidays but living in less affluent areas... unless, of course, you are looking for ship staff rather than for spenders who have $5k spare for 3 weeks.
You kow the three most important things for a restaurant?
Location, location, location.
This is also true for those who cater for other customers.