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Creating Value From Data: A Monetization Framework
Every organization can-and should-generate more revenue from its data than it invests in producing and managing it. Yet the idea of turning data into money is often associated with sneaky tactics or 'going too far' with unacceptable privacy violations. As a result, some organizations, especially non-commercial ones, have very little appetite for the term 'data monetization.' The authors say it's time to embrace the concept. They present three approaches to monetizing data: Selling, which entails the exchange of data for money; Improving, which uses data to create efficiencies for cheaper or faster operations; and Wrapping, which uses data to enhance products such that customers want to buy more. In the end they show that, if you will limit what you view as data monetization opportunities, you leave money on the table. Often, a lot of money.