Data analytics in a privacy-concerned world

Jaap Wieringa*, P. K. Kannan, Xiao Ma, Thomas Reutterer, Hans Risselada, Bernd Skiera

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

7 Citations (Scopus)
44 Downloads (Pure)

Abstract

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.

Original languageEnglish
Pages (from-to)915-925
Number of pages11
JournalJournal of Business Research
Volume122
DOIs
Publication statusPublished - Jan-2021

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