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2. Travel insurance sector example

This company is an online business comparing and providing holidays of different 

types. It’s already capturing all the transactional data about its customers, what are 

the trips they’re buying.

What they would like to do is augment that information with what’s going on in their 

websites. They want to capture the web logs, they want to get social media data to 

better understand what their customers are up to, what are the trips they’re antici-

pating maybe going on and combine that information with their existing information 

about their customers’ previous transactions and use that to help make better pro-

motional offers to the customers and grow their business.