Value of Data

Option 1: Value of Data

>> Start with a brief summary of the case and overview of the major issues – stakeholders, costs/benefits, and broader impacts.

>> Focus the remainder of your paper on exploring issues around the “value” of data in this case.  Some questions that may help guide you (you do not need to answer all of these – these are examples to help get you started):

What specifically can Amazon do with the data they will collect from the Shopper panel? How is it different than data they already have from their own website or third party providers? 

What value does Amazon capture from and deliver to its customers? How would this change because of the Amazon Shopper Panel program? What value do firms get from their own customers’ data? What can they do with it?

How is this different for a new startup company vs a more mature company? 

How does the value of data for companies change? Is more always better? Which kind? Is there an inflection point?

What is the benefit to customers?

Related references:

• Cui, T.H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C. and Venkataraman, S., 2021. Informational challenges in omnichannel marketing: remedies and future research. Journal of Marketing, 85(1), pp.103-120.
• Du, R.Y., Netzer, O., Schweidel, D.A. and Mitra, D., 2021. Capturing marketing information to fuel growth. Journal of Marketing, 85(1), pp.163-183.
• Hagiu, A. and Wright, J., 2020. When data creates competitive advantage. Harvard Business Review, 98(1), pp.94-101.
• Neumann, N., Tucker, C.E. and Whitfield, T., 2019. Frontiers: How effective is third-party consumer profiling? Evidence from field studies. Marketing Science, 38(6), pp.918-926.