This year, we are going to see the transformation of Uber into a big data company cut from the same cloth as Google, Facebook and Visa – using the wealth of information they know about me and you to deliver new services and generate revenue by selling this data to others.Starwood is Just the beginningRecently, Uber launched a service that lets its customers connect their Uber account to their Starwood Prefered Guest account. The benefit to customers: get points when you take Uber. The quid pro quo? Customers give Uber the right to share all Uber ride information with Starwood.

via Uber: The Big Data Company.