The value creation of transactional data

The assumption is that data is valuable. In order to forecast future behavior, it is believed that customers› habits and demands are hidden in their data traces. But is this really the case? What is captured in data and how are retailers trying to mine this treasure trove of data?

In this subproject Antonia Steigerwald investigates the the value creation from payment data and loyalty programs in retail. Expert interviews and ethnographic field research will be used to answer the questions a) how the network of digital infrastructure is (or should be) constructed and b) how companies generate decision-relevant knowledge from digital transaction data to shape relationships with customers.