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What It Takes to Create Lucrative Data Products

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

Today, organizations that are effective at data monetization create lucrative data products enabled by data assets that are easily reused and recombined. This requires that the organizations selectively liquify data assets, purposefully invest in data monetization capability practices, develop data-driven cultures, and establish a product management mindset regarding data. In this study, we will investigate the current state of data monetization, which we will identify by replicating the MIT CISR 2018 Data Monetization Survey; and we will explore how organizations develop and execute effective data product strategies.

This study will primarily rely on a survey of several hundred executives who have an understanding of their organization’s data monetization investments and outcomes. We will also conduct at least one case study or vignette on an organization that has learned how to create lucrative data products.

We will focus on the following research questions:

  • 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, data-driven culture, and product management practices influence data monetization effectiveness?

This project is a continuation of MIT CISR’s 2023 research project on Monetizing Data with Dynamism.

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 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. 

Ja-Naé Duane, Faculty & Postdoctoral Research Associate

Ja-Naé is a postdoctoral research associate and PRIME program faculty at Brown University and an MIT CISR academic research fellow. A behavioral scientist, her research focuses on various domains, including future forecasting, digital transformation, innovation strategy, product development, and consumer experience.

Robert W. Gregory, Associate Professor of Business Technology

Robert is an associate professor of Business Technology at University of Miami Herbert Business School and an MIT CISR academic research fellow. Robert's research program focuses on novel management and information systems phenomena related to the diffusion and innovation with digital technologies and the associated transformation of individuals, organizations, and markets. 

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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