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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

Research Opportunity—Take Our New Survey!

Data Monetization: Generating Financial Returns from Data

This study, which will help us understand how organizations make money using data and analytics, is an assessment of your organization’s data investments, practices, and outcomes.

The study is relevant for any organization—large or small, commercial or non-commercial. The ideal participant is an executive who is familiar with the organization's enterprise-level data investments, activities, and outcomes. 

It will take about 30 minutes to complete the study. Your identity and responses will be kept confidential by MIT CISR. Data will be used solely to create aggregate statistics and not to identify you or your organization to any third parties. You will receive a benchmark report after the study closes.

Please contact Barb Wixom at with any questions—and to participate!

Barb will give a free Kindle version of her new book “Data is Everybody’s Business” to the first 200 respondents who complete the survey!


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 M. Beath, Professor Emerita & Researcher

Cynthia is a professor emerita at the McCombs School of Business, University of Texas at Austin and an MIT CISR academic research fellow. Her research interests include the study of how organizations redesign themselves for the digital era and how they get value from data assets.

Gabe Piccoli, Professor

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 an MIT CISR academic research fellow. 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 and an MIT CISR academic research fellow. His research interest is in strategic information systems, investigating how firms competing within platform ecosystems can achieve and sustain superior performance. 

Data Is Everybody's Business
Published September 2023

Data Is Everybody's Business: The Fundamentals of Data Monetization

By Barbara H. Wixom, Cynthia M. Beath, and Leslie Owens

Ideal for organizations engaged in data literacy training, data-driven transformation, or digital transformation, Data Is Everybody’s Business is the essential guide for helping everybody in the organization—not just the data specialists—understand, get excited about, and participate in data monetization.

See book materials and order the book

Other Related Publications

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

MIT CISR Patrons
Axway, Inc.
Pegasystems Inc.
The Ogilvy Group
MIT CISR Sponsors
Alcon Vision
Allstate Insurance Company
ANZ Banking Group (Australia)
Banco Bradesco S.A. (Brazil)
Banco do Brasil S.A.
Bank of Queensland (Australia)
Barclays (UK)
BlueScope Steel (Australia)
BNP Paribas (France)
Caterpillar, Inc.
Cemex (Mexico)
Cochlear Limited (Australia)
Commonwealth Superannuation Corp. (Australia)
Cuscal Limited (Australia)
CVS Health
Dawn Foods
DBS Bank Ltd. (Singapore)
Doosan Corporation (Korea)
Fidelity Investments
Fomento Economico Mexicano, S.A.B., de C.V.
Fortum (Finland)
Gilbane Building Co.
Johnson & Johnson (J&J)
Kaiser Permanente
King & Wood Mallesons (Australia)
Koç Holding (Turkey)
Nasdaq, Inc.
NN Insurance Eurasia NV
Nomura Holdings, Inc. (Japan)
Nomura Research Institute, Ltd. Systems Consulting Division (Japan)
Novo Nordisk A/S (Denmark)
OCP Group
Pacific Life Insurance Company
Posten Bring AS (Norway)
Principal Life Insurance Company
Ramsay Health Care (Australia)
Raytheon Technologies
Scentre Group Limited (Australia)
Schneider Electric Industries SAS (France)
Stockland (Australia)
Tabcorp Holdings (Australia)
Telstra Limited (Australia)
Terumo Corporation (Japan)
Tetra Pak (Sweden)
Truist Financial Corporation
UniSuper Management Pty Ltd (Australia)
Uniting (Australia)
Webster Bank, N.A.
Westpac Banking Corporation (Australia)
WestRock Company
Wolters Kluwer
Xenco Medical
Zoetis Services LLC

MIT CISR Associate Members

MIT CISR wishes to thank all of our associate members for their support and contributions.

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