For example the statistics of the brands Sony and Canon are now wrong and the budget of advertising is still as it was yesterday. So the bookkeepers have a lot of exta work to get this straight.
On the flip side if their data collection is that good they can see who was on the fence to purchase high-end gear for photo shooting, but bought the deal. That can lead to opening new demographics or targeting them with features people want from top models. Only having full information, you could argue which option is better.
I definitely hope that they don't have data at this level.