I came across a post on Business2Blog earlier this week about a new trend called MyWare, which caught my attention, and has since expanded into an article on CNNMoney. It caught my attention so much that I found myself coming back to it every morning this week to take another peek at the post (which means I suggest that everyone read it). Essentially, there are a few startups (such as Root Vault - which is in beta) that let consumers track their clickstream data and use it as they see fit. While some consumers could/would use it to track where they go and figure out what they’re doing and their interests, others could potentially sell it to companies interested in using data to provide tailored offers or marketing/advertising specifically for consumers. Another site that I spoke about recently, Last.Fm, does this with music by tracking what members are listening to on iTunes, etc.

I like this for two reasons: one, it gives consumers a view into the types of data that others can collect on them, which can be handy. We all keep lists about our “to dos” or books we want to read, or movies we want to see (or that could be just me), and it would be great to have those reminders of interesting things you’ve found or were looking forward to inside your clickstream. Second, I like that consumers can take an active participation in their data and how they do things.