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