Profiting from the Data Economy: Understanding the Roles of Consumers, Innovators and Regulators in a Data-Driven World

9. The Race for Resources

Although marketing is rapidly evolving into a field where decisions are ultimately driven by the data, not all organizations go about acquiring consumer data the same way. Rather, there are fundamental differences among the approaches organizations use to collect the raw material that will eventually be refined into insights. These differences reflect not only the method by which data are collected, but also are inextricably linked to the transparency of data use.

Want Consumer Data? Pay to Play

Broadly speaking, the examples of organizations collecting consumer data that we’ve discussed thus far fall into two general camps. First, there are examples of organizations that explicitly compensate consumers for the data ...