Google receives nearly 85% of its revenue from user data insights. But you don't need to be the size of Google - or even a tech company - to apply some of their same thinking. In fact, you are swimming in rivers of data and you may not even know it - data about your suppliers, customers, processes and hardware. If you're not tapping into it now, you're at risk of falling behind as your consumers are willing to trade information for a better experience and service.