Close Cookie Notice

Welcome to the MIT CISR website!

This site uses cookies. Review our Privacy Statement.

Book hero

Data is Everybody’s Business: The Fundamentals of Data Monetization

A clear, engaging, evidence-based guide to monetizing data, for everyone from employee to board member.
By Barbara H. Wixom, Cynthia M. Beath, and Leslie Owens


Companies today are awash in data, but too often it's underutilized. The authors’ Improve-Wrap-Sell framework is a timely paradigm that can be easily adapted by any organization to drive change and create shareholder value.

Chris Kempczinski,
President and CEO,
McDonald's Corporation

Data is transforming industries and driving new business models. Barbara Wixom offers actionable frameworks to realize the full potential of data as strategic assets no matter where you are in the transformation journey.

Gail Evans,
Executive Vice President, Chief Digital and Technology Officer, Disney Parks, Experiences and Products


Most organizations view data monetization—converting data into money—too narrowly: as merely selling data sets. But data monetization is a core business activity for both commercial and noncommercial organizations, and, within organizations, it's critical to have wide-ranging support for this pursuit. In Data Is Everybody's Business, the authors offer a clear and engaging way for people across the entire organization to understand data monetization and make it happen. The authors identify three viable ways to convert data into money—improving work with data, wrapping products with data, and selling information offerings—and explain when to pursue each and how to succeed.

Key features of the book

  • Grounded in twenty-eight years of academic research, including nine years of research at the MIT Center for Information Systems Research (CISR)
  • Definitions of key terms, self-reflection questions, appealing graphics, and easy-to-use frameworks
  • Rich with detailed case studies
  • Supplemented by free MIT CISR website resources

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.

Product Details

Publisher: The MIT Press (September 26th, 2023)

Language: English


ISBN: 9780262048217

Digital Media Kit for Data Is Everybody's Business

This collection of materials for journalists and media outlets includes author bios and headshots, key graphics, book endorsements, and more!

Review the Digital Media Kit

About the Authors

Profile picture for user

Cynthia M. Beath, Professor Emerita, University of Texas at Austin

Profile picture for user

Leslie Owens, Industry Research Fellow, MIT CISR


Founded in 1974 and grounded in MIT's tradition of combining academic knowledge and practical purpose, MIT CISR helps executives meet the challenge of leading increasingly digital and data-driven organizations. We work directly with digital leaders, executives, and boards to develop our insights. Our consortium forms a global community that comprises more than seventy-five organizations.

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.

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