An apparatus, method, and computer readable medium related to monitoring computer users to acquire information regarding use of application programs and device features as well as the context of such use. Computer users are monitored and data is collected to indicate the computer users' activities including the use of any particular application program. Profiles of each computer user may be created where the profiles are an aggregate of the collected information or a portion thereof. The Profiles may correlated to determine relationships between user behaviors. Various analytics regarding the relationship information may be employed to improve customer-oriented information such as ratings, recommendations, customer support, marketing, communications, and product features design.