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In the process of talking about participation inequality, Jakob Nielsen discusses the role of attention data:

Make participation a side effect. Even better, let users participate with zero effort by making their contributions a side effect of something else they're doing. For example, Amazon's "people who bought this book, bought these other books" recommendations are a side effect of people buying books. You don't have to do anything special to have your book preferences entered into the system. Will Hill coined the term read wear for this type of effect: the simple activity of reading (or using) something will "wear" it down and thus leave its marks -- just like a cookbook will automatically fall open to the recipe you prepare the most.