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Data monetization: insights from a technology-enabled literature review and research agenda

Author

Listed:
  • Joan Ofulue

    (University of Ottawa)

  • Morad Benyoucef

    (University of Ottawa)

Abstract

Data is one of the most valuable resources in the world. The new data economy has led to several data use cases and one of them is monetization. Given how recent the concept of data monetization is, this study aims to investigate it, better understand its meaning, implications and issues in the academic literature and provide guidance for practitioners as well as direction for further research. A systematic literature review is conducted on English literature from 2013 to 2022. 54 articles were identified from where a topic and sub-topic categorization and a conceptual framework is developed. The paper makes contributions in three areas: (1) providing a holistic understanding of data monetization models through the extension of a framework from the literature, (2) categorizing of the key topics and trends in data monetization, and (3) using a systematic approach to identify managerial implications and a future research agenda.

Suggested Citation

  • Joan Ofulue & Morad Benyoucef, 2024. "Data monetization: insights from a technology-enabled literature review and research agenda," Management Review Quarterly, Springer, vol. 74(2), pages 521-565, June.
    • Handle: RePEc:spr:manrev:v:74:y:2024:i:2:d:10.1007_s11301-022-00309-1
    DOI: 10.1007/s11301-022-00309-1
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    References listed on IDEAS

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    1. Donthu, Naveen & Kumar, Satish & Mukherjee, Debmalya & Pandey, Nitesh & Lim, Weng Marc, 2021. "How to conduct a bibliometric analysis: An overview and guidelines," Journal of Business Research, Elsevier, vol. 133(C), pages 285-296.
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    3. Sara Quach & Park Thaichon & Kelly D. Martin & Scott Weaven & Robert W. Palmatier, 2022. "Digital technologies: tensions in privacy and data," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1299-1323, November.
    4. Kumar, Satish & Sahoo, Saumyaranjan & Lim, Weng Marc & Dana, Léo-Paul, 2022. "Religion as a social shaping force in entrepreneurship and business: Insights from a technology-empowered systematic literature review," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    5. Markus Spiekermann, 2019. "Data Marketplaces: Trends and Monetisation of Data Goods," Intereconomics: Review of European Economic Policy, Springer;ZBW - Leibniz Information Centre for Economics;Centre for European Policy Studies (CEPS), vol. 54(4), pages 208-216, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Data monetization; Big data monetization; Data commercialization; Data monetization model; Data monetization strategy; Data monetization infrastructure; Data business model;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • Y80 - Miscellaneous Categories - - Related Disciplines - - - Related Disciplines
    • O39 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Other

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