Data as a Quantifiable Asset

In a dinner conversation, Tony Jebara pointed out that machine learning is growing since companies --- beyond the internet companies in news ---- are increasingly thinking of the data they have as an asset, to be collected, analyzed widely, and used to make decisions; this is a change from the past where companies looked at data collection, storage and management as a cost, and only a few (sales, analysts) looked at data. This made me wonder: will accountants figure out how to price this asset and write it into the books of the companies (like goodwill, brand, and others)?