It don't. Mostly becouse it don't have to. Your online behavior is easier accessible and a better predictor... (pretty bad over-all, but still better. Digital Marketing Bubble is bursting!)
I'm just letting you know that your post reads a little off. I understand that I have only the fraction of information and I'm not clear on all the context. But I only have what you provided.
It walks, sounds, smells and looks like a bullshit. I wonder what could it be?