If this is anything to go by, the future of data aggregation, API's and big data analysis of org data is a massive market that isn't yet fully understood by many. Look at catapult and their push into data monetisation for sport and we can already see the benefits where companies get access to clean data and are then able to derive significantly better insights about their customers to:
a. improve their product/service/strategy
b. better understand how to continue improving existing processes
c. learn how they can use data for potential monetistaion to other partners etc.
