This AMA article reports on a data revolution triggered by sensors that measure how customers are using a particular product. These “Fitbits for products” can deliver a constant stream of customer-product interaction data and possibly in real time. This data can be mined with advanced analytics, such as artificial intelligence/machine learning, to identify true user needs and to personalize the product experience. Examples from the auto business illustrate how both consumers and automakers can win.

Crosby, L., and C. S. Langdon. 2014. Technology Personified. Marketing News, American Marketing Association (February), 18-19