Data wrapping is the practice of giving data and analytics to customers as product features and customer experiences, with the goal of increasing a product's value proposition. The users of these data wrapping functionalities are the company's customers - not the employees. And as this is a customer oriented feature being a part of the product offering, the product road map is lead by product owners - not IT. It is an interesting strategy to monetize data - in a way that extends the product value proposition.