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Creating Competitive Products with Analytics

Data wrapping occurs when companies use analytics to increase the value proposition of a product. In 2017, we learned that data wrapping creates value for customers when analytics help solve problems that are meaningful to customers. This requires that companies know what customer problems are—and be positioned to influence change. In 2018, we intend to investigate how data wrapping creates value for companies. We will examine value from two perspectives: financial impact and competitive advantage. The research findings will help us understand how data wrapping influences the strategy and profit formula of products so that companies can better navigate digital opportunities associated with offerings.

Team: Barb Wixom (lead), Ronny Schürit

The MIT CISR Data Wrapping Survey: Learn more and take it now!

Hear more on plans for the research:


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