It's not just enough to have or even "use" data. They carefully chose metrics that matter. In their business model, for example, they saw that photo sharing

It's not just enough to have or even "use" data. They carefully chose metrics that matter. In their business model, for example, they saw that photo sharing was a primary driver of longevity and of driving additional usage down the social graph. Therefore, the metrics where carefully chosen to foster those behaviors. Having a goal and then choosing measure to support it is surprisingly rare, not just among designers, but across businesses. And just picking things like "Volume sales... and Profit!" as your metrics are kind of specious. Yes, every business wants those, but that just delays the real question: what behaviors by your customers will make that happen for you? And once you think you have those, look for metrics that diagnose that those behaviors are happening, or can help you diagnose why they aren't. We all have data. Picking useful metrics and linking them, well, that's insight.