Security, such as analyzing how quickly a form is filled out, or whether the person is coming from a location that is known to be home to a lot of fraud, and other such checks, for example.

Using that data as well to improve learning so we do a better job of detecting fraud and not flagging legitimate customers appropriately.

Also, using analytics to determine if a user is having issues on the site. For example, are users having a difficult time filling out forms, or becoming confused, and being able to provide help in an appropriate manner.

These are just two things I immediately thought of. Security, and customer support. I'm sure there are many other users of analytics aside from ads and ad-tech.