Data is the lifeblood of the insurance industry, plain and simple. Insurers everywhere have embraced the digital age and are looking to new technologies - drones, the internet of things, AI, and blockchain — to obtain increasingly valuable data sets. Not only does this data help insurance carriers make better operational, risk and pricing decisions; but it also enables them to come to market with innovative business models. For all the progress insurers have made in harnessing new data sources and improving their analytics capabilities, they are falling behind in one critical area.