I can think of many applications of data. For example can to improve the learning rate of MOOCs, how to teach effectively, how to detect great performers (for example for hiring), how to meet the kind of people able to inspire others (analyzing cliques in graph of social relations), how to get feedback, how to get a first impression of what products are the market demanding and how much are they going to pay for it, and many others. A gold mine for those that can extract the real value and significance of data, that is data analysts.