Regardless of what purpose "analytics" data was supposed to provide, it inevitably can be used for targeted surveillance, whether that is a state actor or hacker or corporate espionage or an engineer running un-audited queries on the hadoop database because he got his girlfriend's device ID to stalk her with.
Amazon knew seller data was used to boost company sales and used a "god mode" like access to do so without the 3rd party sellers being aware
Between January 2014 and August 2015, the company fired 52 employees for exploiting user data for personal means, according to an advance copy of "roam:An Ugly Truth: Inside Facebook's Battle for Domination " that Insider obtained.
Amazon's Dark Secret: It Has Failed to Protect Your Data | WIRED
American Express investigated by Australia’s privacy watchdog amid national security fears