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Researcher Profile

Barb Wixom

Key Research Areas: Data monetization; Data, analytics, and AI adoption and use; Contemporary enterprise-level data challenges

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 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.

About Barb

Since 1994, Barb’s research has explored how organizations generate business value from data assets. Her methods include large-scale surveys, meta-analyses, lab experiments and in-depth case studies; five of her cases have placed in the Society for Information Management Paper Awards competition. Barb is a leading academic scholar, publishing in such journals as Information Systems Research; MIT Sloan Management Review; MIS Quarterly; and MIS Quarterly Executive. She regularly presents her work to academic and business audiences around the world.

Barb joined MIT Sloan in June 2013 to serve as a Principal Research Scientist at the Center for Information Systems Research (CISR). She leads the MIT CISR Data Research Advisory Board, comprised of one hundred data and analytics executives from CISR organizations. The board prioritizes, informs, and participates in data research activities in ways that influence findings and insights at MIT CISR and help advance the field of data analytics.

Prior to MIT CISR, Barb was a tenured faculty member at the University of Virginia (UVA) where she twice earned the UVA All-University Teaching Award (2002, 2010), which recognizes teaching excellence in professors. In 2017, she was awarded the Teradata University Network Hugh J. Watson Award for contributions to the data and analytics academic community. Most recently, she won the 2021 Association for Information Systems AIS Outreach Practice Publication Award for her data monetization research.

Barb is an International Expert Panel Member for The Centre for Information Resilience (CIRES), an Australian Research Council (ARC) Industrial Transformation Training Centre. She is a coauthor of published research with Australian collaborators at the University of Queensland and the University of Melbourne, and an external examiner for Australian doctoral work.

Barb authored her new book Data is Everybody’s Business (MIT Press, September 2023) to inspire workers across organizations to engage in data monetization. She actively works to encourage women, young people, and underrepresented populations to learn about data and pursue data-related careers.

Researcher Focus

Let Barb Wixom tell you about her research in her own words.


See Barb's research publications in our Research Library.

Current Research Projects

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

Contact Barb

Find Us
Center for Information Systems Research
Massachusetts Institute of Technology
Sloan School of Management
245 First Street, E94-15th Floor
Cambridge, MA 02142