Home > Store

Profiting from the Data Economy: Understanding the Roles of Consumers, Innovators and Regulators in a Data-Driven World

Register your product to gain access to bonus material or receive a coupon.

Profiting from the Data Economy: Understanding the Roles of Consumers, Innovators and Regulators in a Data-Driven World


  • Sorry, this book is no longer in print.
Not for Sale

eBook (Watermarked)

  • Your Price: $39.99
  • List Price: $49.99
  • About Watermarked eBooks
  • This PDF will be accessible from your Account page after purchase and requires the free Adobe® Reader® software to read it.

    The eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

    Watermarked eBook FAQ



Shaping tomorrow's data economy: what companies need to know to meet the needs of consumers, innovators, and regulators 

  • Understand how the massive "data exhaust" generated by consumers and citizens is transforming business, government, and the world
  • Hone your offerings to reflect the ways Big Data is changing your customers and stakeholders
  • Preview how privacy and regulation may reshape relationships between companies and customers
  • Get cutting-edge insights from pioneers in enterprise consulting and Big Data research


  • Copyright 2015
  • Dimensions: 6" x 9"
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-381977-9
  • ISBN-13: 978-0-13-381977-9
  • eBook (Watermarked)
  • ISBN-10: 0-13-381983-3
  • ISBN-13: 978-0-13-381983-0

Today, the insights available through "big data" are potentially limitless – ranging from improved product recommendations and more well-targeted promotions to more efficient public agencies. In Profiting From the Data Economy, cutting-edge academic researcher, David Schweidel, considers the role that individual consumers, innovators and government will play in shaping tomorrow's data economy. For each group, the author identifies both what can be gained and what is at stake. Writing for decision-makers, strategists, and stakeholders of all kinds, he reveals how today's data explosion will affect consumers' relationships with businesses, and the roles government may play in the process. The book puts you in the shoes of individuals generating data, innovators seeking to capitalize on it, and regulators seeking to protect consumers – and shows how all these roles will be increasingly interconnected in the future. For analytics executives; senior managers; CIOs, CEOs, CMOs; marketing specialists, and analysts; and consultants involved with Big Data, marketing, customer privacy, or related issues. This guide will also be valuable in many business analytics, digital marketing, and social media courses and academic programs.

Sample Content

Online Sample Chapter

Profiting from the Data Economy: Beyond Big Data

Sample Pages

Download the sample pages (includes Chapter 1 and Index)

Table of Contents

   Foreword     xiv
   Preface     xvii
Chapter 1  Beyond Big Data     1
   Searching for the Next Generation of Quants     2
   From Big Data’s Past to Its Future     5
   Characterizing Big Data     6
   Is Big Data a Strategy?     9
   Data Versus Insights     10
   Data and Value     12
   Value for Value     16
   Endnotes     20
Chapter 2  Building Businesses     23
   Back to Marketing Basics      23
   Putting Marketing Analytics to Use     27
   Internet-Based Businesses: Is Content or Context King?     32
   Social (Marketing) Networks     38
   Common Ground     44
   Discussion Questions: How Do We Reveal Ourselves Online?     45
   Endnotes     46
Chapter 3  Refining Practice     51
   Old Media? New Media? Just Media     52
   Better Data, Better Ad Targeting     57
   Old Media Meets New Media     59
   What’s Your Life Worth?     64
   Timing’s Everything     66
   You’re Where?     69
   Discussion Questions: Reaching Today’s Consumer     71
   Endnotes     72
Chapter 4  Improving Public Service     77
   Can Data Protect and Serve?     78
   Big Findings in Public Data     80
   Quality Trumps Quantity     83
   Compiling Data to Inform the Public     88
   Consumers and Providers of Data     90
   Discussion Questions: Data Science for Social Good     92
   Endnotes     93
Chapter 5  Today’s Data Economy    97
   The Groundwork     97
   The Current Exchange     100
   The Foundation of the Data Economy: Customer-Centric Marketing     108
   Customer-Centric Investments in Data     114
   Discussion Questions: The Collaborative Consumer     118
   Endnotes     119
Chapter 6  Cracks in the Foundation of the Data Economy     123
   Privacy in Customer Data     125
   Learning Who Your Customers Are     127
   Why Marketers Need to Engage in the Debate     130
   Transparent Practices, Informed Customers     135
   Sharing the Value of Data     140
   My Actions, My Data?     141
   Discussion Questions: The Hierarchy of Personal Data     144
   Endnotes     146
Chapter 7  Harbingers of Change     151
   Demand-Based Pricing     151
   The Consumer Highway to Hell?     156
   Benefiting from Price Discrimination     160
   Consumers’ Comfort with Leveraging the Data Exhaust     163
   Discussion Questions: Valuing Consumer Data     169
   Endnotes     170
Chapter 8  In Need of Oversight?     173
   Valuing Consumer Privacy     173
   Profiling by Association     176
   Data Sharing Free-for-All     180
   Consumer Data, But at What Cost?     185
   Data-Driven Discrimination     189
   Socially Acceptable Segmentation?     192
   Discussion Questions: Protecting Consumers Throughout the Data Value Chain     196
   Endnotes     197
Chapter 9  The Race for Resource     203
   Want Consumer Data? Pay to Play     203
   Exchanging Products and Services for Consumer Data     205
   Data Acquisition Free-for-All     208
   Empowering and Informing Consumers     211
   Reshaping the Media Landscape     214
   Consumer Data as a Financial Asset     218
   Do We Need Regulators in the Data Economy?     220
   Education as Part of Data Regulation?     224
   Can Consumer Control Ensure Competition?     227
   Discussion Questions: Empowering Consumers to Regulate Access to Personal Data     228
   Endnotes     229
Chapter 10  What’s Next for the Data Economy?     235
   Moving Beyond Double Jeopardy     235
   The Changing Face of Innovation     237
   Can Consumer Data Contribute to Competition?     239
   Smarter Practice, but How Far Is Too Far?     241
   The Cost of Data-Driven Innovation     .244
   An Appropriate Role for Government?     246
   A Right to Digital Privacy?     249
   Endnotes     252
Afterword     257
Index     259

The profound and unexplored implications of big data for companies, consumers, innovators, and regulators


Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020