You can't refine or change what you can't measure and analyze.
For example my check-ins tell me I drink more coffee than I do beer these days which is good, I think. However even though I run quite a bit I don't go to the gym nearly as much as I'd like to. Now that I've learned that by analysing my check-ins I can adjust my day-to-day routine accordingly.
Side-note: Google already gives its users the ability to easily view their usage reports and I'm glad brands and other social platforms are now starting to do the same. Even Twitter opened up its analytics platform today giving users the ability to analyze the performance of their tweets.
The internet of things will only accelerate this trend.
Related Hashtag: #awesomeness