Google is cool, let's get that out of the way. I love that Google shares all these beautifully-designed, well-documented resources for free. But wait, are they really free? The answer is no - Google is constantly collecting data. They have become the Federal Reserve of digital data. They have created their own ecosystem and all they ask for is data - which in turn is used to develop targeted advertising and build out applications to corner the market from email to navigation. All that being said, without that data I couldn't do my job - nor could many businesses. There's nothing more exciting than unveiling the power of data to a business and showing them how they can not only discover the type of users on their site, but target them across digital media, and even properly credit sales or leads to the sources from which those users originated.1458705600