This isn’t a futuristic vision. The navigation app Waze invites drivers to select favored brands (Starbucks, perhaps?), so marketers can push location-based promotions to to them. But this data isn’t always used to see you something. It can also save your life. General Motors’ OnStar service summons help when your airbag deploys.
Data is neither good or bad. But it can be used in good or bad ways. But before that can happen, automakers must figure out how to best collect it, organize it, and sell it. Doing that requires doing something new.
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