Customer Data-driven Business Models: A Case Study in the Retail Industry

Maider Elorza; Eduardo Castellano

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Paper

Customer Data-driven Business Models: A Case Study in the Retail Industry

Topics: Business Performance; Data Sharing; Data-Driven Business Models; Data-Driven Value Creation

In Proceedings of the 19th International Conference on Smart Business Technologies ICSBT - Volume 1, 101-110, 2022 , Lisbon, Portugal

Authors: Maider Elorza and Eduardo Castellano

Affiliation: Faculty of Business Studies, Mondragon Unibertsitatea, Oñati, Spain

Keyword(s): Customer Data Monetization, Strategy, Business Model, Retail Industry, Case Study.

Abstract: In today’s data era, the retail industry has increased the possibility of acquisition of a large volume of customer data, becoming more achievable its monetization. This paper develops a literature research and an empirical study identifying the different strategies that organizations perform and their instantiation by a concrete retailer. In each of these strategies, there have been identified the reasons for the case study to implement them as well as the specific instantiation performed. The research enriches the literature twofold; (1) by adding the Retail Media strategy as an indirect customer data monetization strategy; (2) by identifying relevant elements of the investment-cost-revenue structure for the different customer data monetization strategies.

CC BY-NC-ND 4.0

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Paper citation in several formats:

Elorza, M. and Castellano, E. (2022). Customer Data-driven Business Models: A Case Study in the Retail Industry. In Proceedings of the 19th International Conference on Smart Business Technologies - ICSBT; ISBN 978-989-758-587-6; ISSN 2184-772X, SciTePress, pages 101-110. DOI: 10.5220/0011138800003280

@conference{icsbt22,
author={Maider Elorza. and Eduardo Castellano.},
title={Customer Data-driven Business Models: A Case Study in the Retail Industry},
booktitle={ Proceedings of the 19th International Conference on Smart Business Technologies - ICSBT},
year={2022},
pages={101-110},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011138800003280},
isbn={978-989-758-587-6},
issn={2184-772X},
}

TY - CONF

JO - Proceedings of the 19th International Conference on Smart Business Technologies - ICSBT
TI - Customer Data-driven Business Models: A Case Study in the Retail Industry
SN - 978-989-758-587-6
IS - 2184-772X
AU - Elorza, M.
AU - Castellano, E.
PY - 2022
SP - 101
EP - 110
DO - 10.5220/0011138800003280
PB - SciTePress