The importance of context for analytics strategy. 

Information value is created when uncorrelated data is correlated leading to new insights and new outcomes.

Uncorrelated data can be correlated by identifying and adding context. Facebook, Amazon, Google, Apple achieve position and power through being primarily context engines. 

Insurers can do likewise accessing, joining, analysing and giving context to data to create more value for customers. See more in "The hard truth on insurance and telematics".