Configuration of Data Monetization: A Review of Literature with Thematic Analysis

Payam Hanafizadeh () and Mohammad Reza Harati Nik ()
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Payam Hanafizadeh: Allameh Tabataba’i University
Mohammad Reza Harati Nik: Allameh Tabataba’i University

Global Journal of Flexible Systems Management, 2020, vol. 21, issue 1, No 2, 17-34

Abstract: Abstract Due to the increasing volume and variety of data on the Internet as well as in organizations, the role of data has changed from a passive entity to an active asset. Data are considered as a novel source of revenue, and the process of creating wealth from it is called “data monetization.” Data monetization is used for realizing a type of competitive capability for organizations. It provides organizations with flexibility for using information assets in response to customer expectations and environmental pressures. The present study, hence, is aimed to clarify the configuration of data monetization by conducting a systematic review. The thematic analysis based on inductive approach was used to construct the configuration. The global themes, namely “monetization layer,” “data refinement process layer,” “base layer,” and “accessing and processing restrictions layer” with their related themes as the subset components were obtained. Each of these global themes represents the constructive layers which play an important role in data monetization mechanism. All extracted themes were synthesized as a configurational model called “data monetization configuration” (DaMoC). This proposed configuration is validated by a real application, i.e., Cardlytics.

Keywords: Big data; Data analytics; Data monetization; Data value creation (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (9)

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DOI: 10.1007/s40171-019-00228-3

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