Big data analytics democratized with clean collaboration and customer privacy choice

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2024-11-30 DOI:10.1016/j.jbusres.2024.115112

Koen Pauwels, Zeynep Aksehirli

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引用次数: 0

Abstract

Digital technologies and platforms have started a data explosion, and big data analytics is moving beyond social media in retail media online and offline, integrating the seamless interaction between business and customers in omnichannel. These data allow better insights but also require a more holistic analysis to refine customer experience and corporate strategies.

While the business opportunities are exciting, we see three key challenges: organizational (silos), operational (in uncovering customer insights) and societal (respecting privacy). To this end, we propose the three solutions of (1) democratizing digital transformation, (2) clean rooms to collaborate with competing walled gardens, and (3) customer choice in privacy by design. Doing so, managers can improve insights actionability within robust frameworks of within-business leadership, cross-business data trade and customer privacy. Meanwhile, we offer business academics and analysts specific research questions to solve intriguing and impactful puzzles. Thus, the future of big data analytics looks bright.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.