We can notice that big data has been used in the industry to provide customer insights for transparent and simpler products, by analyzing and predicting customer behavior through data derived from social media, GPS-enabled devices and CCTV footage. The big data also allows for better customer retention from insurance companies.
McKinsey & Company. (2019). The role of big data in medicine. [online] Available at: https://www.mckinsey.com/industries/pharmaceuticals-and-medical-products/our-insights/the-role-of-big-data-in-medicine [Accessed 18 Jan. 2019].
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