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Monetizing Data with Dynamism

Data, AI, and Analytics; Data Monetization; Organizational Structure and Agility

In the digital economy, organizations must generate financial returns from their data assets while sensing and responding to emergent opportunities and threats. This requires that they selectively liquify data assets, purposefully invest in data monetization capabilities, and deeply develop data- driven cultures. In this study, we will investigate two aspects of data monetization: (1) the current state of data monetization, which we will identify by replicating the MIT CISR 2018 Data Monetization Survey; and (2) the role of liquid data assets, dynamic capabilities, and data-driven culture in data monetization outcomes.

This study will primarily rely on a survey of several hundred executives with an understanding of their organization’s data monetization investments and outcomes. We will also conduct at least one vignette or case study on a company that has increased its data monetization returns because of investments in data monetization agility.

Research questions we will pursue include:

  • How do organizations generate top financial returns from data monetization? How do data monetization returns contribute to overall firm financial performance?
  • How do data liquidity, data monetization capabilities, dynamic capabilities, and data- driven culture influence data monetization effectiveness?

SEEKING: We are seeking participation in the research from executives with an understanding of their organization’s data monetization investments and outcomes.

CONTACT: Barb Wixom


Barbara H. Wixom, Principal Research Scientist

Barbara’s academic research explores how organizations generate business value from data assets. Barbara enjoys deep expertise in data and analytics techniques and technologies, with particular interest in data and analytics strategy, capabilities, and success.

Nick van der Meulen, Research Scientist

Nick’s work centers on how companies need to organize themselves differently in the face of continuous technological change. Nick is passionate about separating hype from reality using quantitative data, while also studying the complexity of business practice through in-depth case studies.

Cynthia (Dr. Boo) M. Beath, Professor Emerita & Researcher

Cynthia is a Professor Emerita at the McCombs School of Business, University of Texas at Austin. Her research interests include the study of how organizations redesign themselves for the digital era and how they get value from data assets.

Gabriele Piccoli, Edward G. Schlieder Chair of Information Sciences

Gabriele is the Edward G. Schlieder Chair of Information Sciences and a member of the Cultural Computing group at the Center for Computation and Technology at Louisiana State University. He is also on the faculty of the University of Pavia (Italy) and is a current visiting scholar with MIT CISR. Gabe's interests are centered on digital strategic initiatives and digital strategy. He focuses on the use of information systems to create and appropriate economic value, and in enabling digital customer experiences.

Joaquin Rodriguez, Assistant Professor of Information Systems

Joaquin is an assistant professor at Grenoble Ecole de Management, France. His research interest is in strategic information systems, investigating how firms competing within platform ecosystems can achieve and sustain superior performance. 

Related Publications

MIT CISR research is funded by the more than seventy-five firms that sponsor our work and participate in our consortium. 

MIT CISR Patrons
Axway, Inc.
Pegasystems Inc.
Standard Bank Group (South Africa)
The Ogilvy Group
MIT CISR Sponsors
Allstate Insurance Company
ANZ Banking Group (Australia)
Banco Bradesco S.A. (Brazil)
Banco do Brasil S.A.
Bank of Queensland (Australia)
BlueScope Steel (Australia)
BNP Paribas (France)
Bristol-Myers Squibb
Bupa (Australia)
Cabot Corporation
Caterpillar, Inc.
CEMEX (Mexico)
Charles River Laboratories, Inc.
CIBC (Canada)
Cochlear Limited (Australia)
Commonwealth Superannuation Corp. (Australia)
Cuscal Limited (Australia)
CVS Health
DBS Bank Ltd. (Singapore)
Doosan Corporation (Korea)
Fidelity Investments
Fomento Economico Mexicano, S.A.B., de C.V.
Fortum (Finland)
General Mills, Inc.
Gilbane Building Co.
Henkel AG & Co. (Germany)
Johnson & Johnson (J&J)
Kaiser Permanente
King & Wood Mallesons (Australia)
Koç Holding (Turkey)
Nasdaq, Inc.
National Australia Bank Ltd.
Nomura Holdings, Inc. (Japan)
Nomura Research Institute, Ltd. Systems Consulting Division (Japan)
Pacific Life Insurance Company
Pioneer Natural Resources USA Inc.
Posten Norge AS (Norway)
Principal Financial Group
Procter & Gamble
Ramsay Health Care (Australia)
Raytheon Technologies
Reserve Bank of Australia
SC Global Tubular Solutions
Scentre Group Limited (Australia)
Schneider Electric Industries SAS (France)
State Street Corp.
Stockland (Australia)
Suncorp Group (Australia)
Tetra Pak (Sweden)
Trinity Health
Truist Financial Corporation
UniSuper Management Pty Ltd (Australia)
Webster Bank, N.A.
Westpac Banking Corporation (Australia)
WestRock Company
Wolters Kluwer
Zoetis Services LLC
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