What is big data's role in the fourth industrial revolution?

We stand at the dawn of the fourth industrial revolution, an idea that will see new breakthroughs thanks to advancements in areas including artificial intelligence, robotics, quantum computing, 3D printing and the Internet of Things. Another technological growth area in recent years has been big data. Credit card companies track and collect all sorts of data on consumers, such as what they buy, how they buy it and when they do their shopping. Smartphones are another key player in big data because they can also track shopping data, as well as data on media consumption and even your location throughout the day. With so much data available, what role will it have in the upcoming fourth industrial revolution?