The initial data is fake.

Proof: http://o7.no/Z0huP7

I get emailed by them for every startup I'm involved with and that first email is mostly the same every time as you can see in that screenshot. (Compare it with the one posted in the article and you'll see).

They seem to be targeting startups and make it look like some big VC firms are visiting your site to get you interested. I'm not sure how they come up with the 'search terms', but I guess they could just look at your META-tags or make them up.

In their email they do say it's a "mock example", but still I find it very deceptive.