I didn't work on that side of the company so I can't comment with accuracy (the entire entity was around 25,000 people at the time). Only what I've heard along the way. I know they wanted to leverage the data, but I didn't gather they had necessarily developed much use at the time. They were definitely interested in collecting data, however.
edit: I'd like to add a disclaimer that my comments are as good as hearsay. I just wanted to add them for context.
