Data monetization: insights from a technology-enabled literature review and research agenda

Data is one of the most valuable resources in the world. The new data economy has led to several data use cases and one of them is monetization. Given how recent the concept of data monetization is, this study aims to investigate it, better understand its meaning, implications and issues in the academic literature and provide guidance for practitioners as well as direction for further research. A systematic literature review is conducted on English literature from 2013 to 2022. 54 articles were identified from where a topic and sub-topic categorization and a conceptual framework is developed. The paper makes contributions in three areas: (1) providing a holistic understanding of data monetization models through the extension of a framework from the literature, (2) categorizing of the key topics and trends in data monetization, and (3) using a systematic approach to identify managerial implications and a future research agenda.