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