Google gives away a somewhat more primitive service than Omniture's called Google Analytics, but Google retains its own file of the data people plug into it.

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Companies such as Plaxo, which help to synchronise address books, and Google itself, which has a primitive address book in its web-mail service, plan to turn these books into fully fledged social graphs that can do useful and productive things, perhaps including new variants of mini-feeds.

ECONOMIST: Internet companies: Social graph-iti | The