Weaves machine learning IoT with real-time analytics to build a complete picture of customer behaviour and predict the future. I would add the need to encourage customers to provide "self-service" information i.e. complete insurance claims from smart phones/tablets and in return they get quicker and simpler settling of claims.
Don't forget historical information that might be in hand-written format and important in large legal cases, fraud detection, health studies. And all the the free-form text in surveys, inspections etc
Complete data for complete insights
But increasingly, embedded technology and real-time analytics will focus on point of acquisition behaviour and influence customers with hyper-personalised offers, to incentivise a certain type of behaviour at a particular point in time depending on where the person happens to be, time of day, weather conditions and a plethora of real-time metrics. With big data and machine learning colliding, there is even more of an opportunity for businesses as they can pre-empt the way customers will behave and act accordingly. One key element to note is that the vast majority of people who want a social media presence, already have one. The challenge is to use these pools of immensely valuable information to truly understand customers,