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 editorsHaapio, Heidi; Uusitalo, Outi

Parent publicationContemporary Issues in Digital Marketing

Parent publication editorsNiininen, Outi

ISBN978-0-367-55533-7

eISBN978-1-003-09390-9

Publication year2022

Publication date28/10/2021

Pages range152-162

Number of pages in the book188

PublisherRoutledge

Place of PublicationAbingdon

Publication countryUnited Kingdom

Publication languageEnglish

DOIhttps://doi.org/10.4324/9781003093909-18

Publication open accessOpenly available

Publication channel open accessOpen Access channel

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


Abstract

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).


Keywordsdigitalisationenterprisesretail tradedatabig datacustomer relationship managementbuying behaviourpersonifyingprecision marketingvalue creation


Contributing organizations


Ministry reportingYes

Reporting Year2022

JUFO rating3


Last updated on 2024-25-03 at 09:15