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This article from the Engadget web magazine discusses how your online searching behaviors might be monitored by different companies that you are unaware about. This data is likely used to build profiles that may impact the advertisements you see, credit ratings received, and other potential social network aspects as of yet identified.
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From the GV Library description:
When designing for the web, you can analyze usage data for your product and compare different interfaces in A/B tests. This is sometimes called “data-driven design”, but I prefer to think of it as data-informed design — the designer is still driving, not the data.