Creative ways to assess creditworthiness - a tool for marketers?

According to a Wall Street Journal report, smartphone usage offers such rich data that it can even serve to assess the creditworthiness of a customer. Even obscure data, like how often a user charges his battery helps to project the creditworthiness. 

See the full story below:

http://www.wsj.com/articles/lending-startups-look-at-borrowers-phone-usage-to-assess-creditworthiness-1448933308

One could ask, if marketers are already tapping the full potential of more subtle data available to them (e.g. number of times that an app is used, or the lengths of any given session) to create custom marketing solutions. What do you think?