Estimating the effect of data and online analytics on firm performance
This paper used a survey of data activity for 500 UK firms which were commercially active online to quantify the contribution that online data use – that is, the collection, analysis and deployment of online customer data – makes to business productivity.
The authors found that the impact of online data use is stronger for firms with higher levels of employee autonomy, and for firms willing to disrupt their business processes. An implication for managers is that their data investments stand to generate more benefits when they are accompanied by other organisational changes.
Publication date: 20 August 2014
