How can a service provider know for sure that its business is actually benefiting its customers? How else but to gather data from its user database. Data isn't merely about extracting what is already out there but it is even more useful than we had imagined. Data analysis when done correctly can provide an extensive set of info that is useful to derive with facts about a consumer base. A business can then seek to find pieces of info telling them exactly what is being demanded and what is actually being provided. When these 2 factors tally, it goes to show that their motive has been achieved.