The capabilities of analytics systems are essentially limitless, and they can be applied in a wide variety of business areas for a variety of tasks.
For example, employees of one company that develops data processing algorithms have figured out how to select seat neighbors on a flight based on data from social networks, purchases history, etc. They tested their algorithm on a real flight. At the end of the flight, the flight attendants filled out a questionnaire, and it turned out that it was the most talkative flight ever.
For the airline, the commercial interest of such analytics is to create a loyal audience and increase revenue from the sale of alcohol
and souvenirs on board.