Google has its own funnel, with Analytics, AdSense and all its myriad other web properties. They can track and analyse users much more than specific companies.
A simpler example would be that I would not know which keywords were driving people to my site (it's "learn to remember everything" or is "snickerdoodles recipe"?) A stupid question? In my case yes, but for a company, it's crucial to know. Not even for pinpointing users, just in broad terms, with relevant date data, landing page and some other goodies (which webmaster tools does not offer, and looks unlikely to offer in the future)
A simpler example would be that I would not know which keywords were driving people to my site (it's "learn to remember everything" or is "snickerdoodles recipe"?) A stupid question? In my case yes, but for a company, it's crucial to know. Not even for pinpointing users, just in broad terms, with relevant date data, landing page and some other goodies (which webmaster tools does not offer, and looks unlikely to offer in the future)