[envsubst]

The credit card industry existed for decades before this.

[jazzyjackson]

I think making a product of the data itself is an innovation

But to follow your lead, credit ratings go back to the 1880s, my favorite episode of "Backstory with the American History Guys" covers the topic:

https://backstoryradio.org/shows/keeping-tabs-2016/

[kevin_thibedeau]

Acxiom started in the 1960's. They've been selling consumer data ever since.

[EMCymatics]

This is a far from new concept.

"figured out" is misleading. He just built upon existing infrastructure.