Why Smart Companies Are Giving Customers More Data

Companies are discovering the benefits of data wrapping--packaging their products with data analytics features and experiences that delight customers and increase profitability. Companies are data wrapping when they give data and analytics to customers as product features and customer experiences--such as spend categorizers, automatic sound optimizers, and shopper insights--with the goal of increasing a product's value proposition. There are four key characteristics that make data wrapping distinctive including the conceptualization that data analytics users are a company's customers, not employees and that economic returns result from a lift in sales, not from an internal business process improvement.