115 Kellogg Insight allow it to analyze dashcam video in real time, providing fleet managers with driving notifications. That monitoring and analysis is the core product: “It can see if you’re driving through a stop sign; it can see if you’re driving too close to a car; it can see if you’re falling asleep,” explains Pah. “The ancillary product is that they’re constantly mapping the roads, so they have road-map data,” he continues. These data could be useful for fleet managers aiming to make routes more efficient. Or they could help companies developing self-driving vehicles. “They’re in partnership talks with a number of automotive companies.” It’s only a matter of time before marketers jump on this trend—if they haven’t already, says Pah. Featured Faculty Adam Pah , Clinical Assistant Professor of Management and Organizations at Kellogg and Research Assistant Professor at Northwestern Institute on Complex Systems (NICO) Learn more from Adam Pah in our Executive Education programs . Based on insights from Adam Pah