Data analytics in a privacy-concerned world

Reutterer, Thomas and Wieringa, Jaap and Kannan, P.K. and Ma, Xiao and Risselada, Hans and Skiera, Bernd (2021) Data analytics in a privacy-concerned world. Journal of Business Research, 122. pp. 915-925. ISSN 0148-2963

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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.

Item Type: Article
Divisions: Departments > Marketing > Service Marketing und Tourismus
Forschungsinstitute > Kryptoökonomie
Forschungsinstitute > Rechenintensive Methoden
Version of the Document: Published
Depositing User: Melanie Schärer
Date Deposited: 04 Jan 2021 13:03
Last Modified: 04 Jan 2021 13:03
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/91328/
URI: https://epub.wu.ac.at/id/eprint/7013

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