Yeah - I used to do near-realtime data aggregation for call centres, supply chain, hospitality wayfinding and employee comms systems... we usually won the business because we could do things with it no-one else could.
Now I'm working on data analytics for locationing and other data, mostly to improve metrics for marketing data... then integrating it with a WiFi solution to give ~1m accurate locationing with data most don't realise is freely available. Some as basic as targetted mailshots... but the more interesting stuff leads retail outlets to change the layout of their store to suit trends that can even be determined by whether someone has an Android or iOS device.
One project I'm pushing forward at the moment (not yet signed off, early stage) is a dynamic wayfinding system for a hotel... it takes the locationing piece and integrates it with signage to display personalised welcome messages around the hotel, guiding a guest to their room or they can select a service like the gym through the hotel's portal and the signage will update to show them the way there and the way back. It's a peculiar layout in the hotel and they often have guests getting lost. The data will then be used for targeted marketing too.