To Sell or Not to Sell? Drivers and Barriers to Direct Data Monetization in Incumbents

The rapid expansion of data along with the growing significance of analytics across various fields has led to direct data monetization, where data and data-driven products are exchanged for monetary value. Although data monetization provides incumbents with significant opportunities for new revenue streams, they move slowly in monetizing data. This study aims to identify the drivers and barriers to selling data in incumbents. Through a field study, we establish two comprehensive typologies of drivers and barriers. Our results show that endogenous factors, such as strategy and resource access, have a stronger impact on data monetization in incumbents than exogenous factors. Conversely, exogenous barriers, such as lack of demand and market immaturity, negatively affect data monetization more significantly than endogenous barriers. This study provides a deeper understanding of direct data monetization. It helps practitioners see different motivations and barriers related to data monetization, aiding them in scoping their data initiatives.