Machine learning / big data work is currently comparatively costly. This is a nice example of the kind of benefits that lowering its cost bring. I expect we'll see a lot more of this in the future in sales and marketing (and probably other areas but sales and marketing are particularly easy to measure). One example is lead scoring. This is the process of working out which leads (potential customers) to pursue. Currently most people do this in an entirely ad-hoc way. E.g. download the whitepaper = 5 points, sign up to the newsletter = 10 points. It's crying out for simple statistical modelling and validation, but currently that's too expensive (in time, $s, and mental energy) for most people to undertake.