14
‘Interesting but scary’
Customers’ perceived value of MyData
Introduction
Most organisations regularly collect large amounts of data about their customers and use it for different purposes. When consumers use their credit cards or apps or allow the use of cookies, they accept the storage of the data in a data warehouse. The owner of the data warehouse can mine the information and selectively use it to fit the needs of the organisation (Janasik-Honkela and Ruckenstein, 2016).
Big Data is a new form of capital: it facilitates decision-making and operations. Data are also a valuable resource for organisations because understanding customers’ buying behaviours and constantly ...
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