TY - JOUR
T1 - Data analytics in a privacy-concerned world
AU - Wieringa, Jaap
AU - Kannan, P. K.
AU - Ma, Xiao
AU - Reutterer, Thomas
AU - Risselada, Hans
AU - Skiera, Bernd
PY - 2021/1
Y1 - 2021/1
N2 - Data is considered the new oil of the economy, but privacy concerns limit their use, leading to a widespread sense that data analytics and privacy are contradictory. Yet such a view is too narrow, because firms can implement a wide range of methods that satisfy different degrees of privacy and still enable them to leverage varied data analytics methods. Therefore, the current study specifies different functions related to data analytics and privacy (i.e., data collection, storage, verification, analytics, and dissemination of insights), compares how these functions might be performed at different levels (consumer, intermediary, and firm), outlines how well different analytics methods address consumer privacy, and draws several conclusions, along with future research directions.
AB - Data is considered the new oil of the economy, but privacy concerns limit their use, leading to a widespread sense that data analytics and privacy are contradictory. Yet such a view is too narrow, because firms can implement a wide range of methods that satisfy different degrees of privacy and still enable them to leverage varied data analytics methods. Therefore, the current study specifies different functions related to data analytics and privacy (i.e., data collection, storage, verification, analytics, and dissemination of insights), compares how these functions might be performed at different levels (consumer, intermediary, and firm), outlines how well different analytics methods address consumer privacy, and draws several conclusions, along with future research directions.
U2 - 10.1016/j.jbusres.2019.05.005
DO - 10.1016/j.jbusres.2019.05.005
M3 - Article
SN - 0148-2963
VL - 122
SP - 915
EP - 925
JO - Journal of Business Research
JF - Journal of Business Research
ER -