A3 Book section, Chapters in research books
‘Interesting but scary’ : Customers' perceived value of MyData (2022)

Haapio, H., & Uusitalo, O. (2022). ‘Interesting but scary’ : Customers' perceived value of MyData. In O. Niininen (Ed.), Contemporary Issues in Digital Marketing (pp. 152-162). Routledge. https://doi.org/10.4324/9781003093909-18

JYU authors or editors

Publication details

All authors or editors: Haapio, Heidi; Uusitalo, Outi

Parent publication: Contemporary Issues in Digital Marketing

Parent publication editors: Niininen, Outi

ISBN: 978-0-367-55533-7

eISBN: 978-1-003-09390-9

Publication year: 2022

Publication date: 28/10/2021

Pages range: 152-162

Number of pages in the book: 188

Publisher: Routledge

Place of Publication: Abingdon

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003093909-18

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/84605


Digitalisation has facilitated saving data in various warehouses. While Big Data is a new form of capital that is often considered an asset for organisations, the potential value of data to customers has seldom been addressed. This chapter discusses MyData (personified and personalised data) and aims to increase our understanding of its benefits and the value created when customers use their own data. The empirical data for this paper were collected from customers of a large retail organisation that adopted the practice of sharing data with customers. This study has found that value accruing from customer’s shopping data is multifaceted and can be either positive (creating value) or negative (destroying value).

Keywords: digitalisation; enterprises; retail trade; data; big data; customer relationship management; buying behaviour; personifying; precision marketing; value creation

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

Preliminary JUFO rating: 3

Last updated on 2022-27-12 at 14:40