Data Monetization Market Size, Share & COVID-19 Impact Analysis, By Application (Customer Service, Sales and Marketing, Finance, Others (Human Resources and Others)), By Deployment (On-premises, Cloud), By Enterprise Type (Large Enterprises, Small and Medium Enterprises), By Industry (BFSI, Healthcare, Consumer Goods and Retail, Manufacturing, IT and Telecommunication, Others (Travel and Hospitality, Government, and Others)), and Regional Forecast, 2023-2030

The global data monetization market size was valued at USD 2.60 billion in 2022 and is projected to grow from USD 2.99 billion in 2023 to USD 9.10 billion by 2030, exhibiting a CAGR of 17.2% during the forecast period.

Data monetization is a process of charging funds for datasheets and information gathered within a provider's business and retailing it for further industrial usage. It can be categorized into internal and external monetization processes. Internal monetization is implemented to utilize the data to enhance the company’s operations, products, productivity, and services. On the other hand, external monetization improves the revenue generated by retailing the data to clientele and partners.

Enterprises generally implement all types of data monetization techniques to maximize revenue and enhance growth opportunities. They trade data as data insights, data analytics, data sharing, or pristine raw data to cater multiple consumers including business partners. This enables service providers to discover new revenue courses, develop strategic partnerships with newer companies, and enhance products, which results in market growth and business expansion. According to a Melbourne business school survey of 400 enterprises, companies that are efficient in data analytics and monetization processes are expected to generate 60% more revenue than others holding back on this process.

COVID-19 IMPACT

Remote Working and Virtualization to Enhance the Market Growth

The COVID-19 pandemic amplified the impact on industries by imposing restrictions on travel and logistics. This slightly hampered the data monetization market growth by reducing the flow of data being gathered and implemented for further utilization. However, as remote working and virtual reality gained traction, it provided the boost needed to further enhance the market by enabling SMEs to retail private data and business insights to generate income and revenue.

For instance, in September 2020, American Airlines loaned USD 5.5 billion from the U.S. government to ride out the plunging wave of industrial shutdowns and unemployment due to the COVID-19 pandemic. The airlines, in order to secure the loan, deployed the ‘AAdvantage Frequent Flyer’ program under CARES act and retailed flying data to impel fund generation.

Hence, the COVID-19 crisis introduced industries to massive amounts of data, which can be utilized to generate income and revenue. The pandemic exhibited a positive impact on the market and is estimated to exhibit speedy growth in the upcoming years.

LATEST TRENDS

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Increasing Demand for Private Data and Analytics by Emerging Industries to Fuel the Market Growth

Data monetization gave rise to trends such as Big Data, Artificial Intelligence (AI) tools and platforms, IoT, and aided sensor networks embedded into physical objects to surge the demand for edge computing software architecture. Chief officials around the world are recognizing the immense value of data to implement sensors, with an expectation for real-time analytics, which should boost the market for private data. Another prospect of the monetization is to categorize data insights and certain models to implement the data in specific markets.

According to Baker McKenzie review on data monetization trends, the company profiled three instances that enterprises follow to improve monetization. These included identifying appropriate data, valuing its utilization and costs, and developing strategies to exploit data valuation.

The successful monetization of data contains integrating coherent analytics with an existing product or sharing the data as a standalone data product. According to IDC, 95% of organizations are predicted to digitally engross some sort of private data KPIs by 2023. CITO Research claims that a partnership with a third-party analytics platform provider enables the company to embed collateral, content, and media alongside visuals and raw data.

DRIVING FACTORS

Increasing Practice of Data Generation and Data Collection within Businesses to Drive the Market Growth

According to Internet Live Stats and IDC, 1.134 trillion megabytes of data were generated every day in 2021. The figures are estimated to reach 118 zeta bytes of acquired data by the end of 2022.

Enterprises collect diverse types of data, which are further analyzed to generate insights within the business. Some companies also retail the analyzed data as data as a service. Competitors and partners are primarily provided with the data to strategically develop and strengthen the partnerships to enhance production and revenue generation.

However, without the analytical tools and systematic utilization, the acquired data becomes futile. Maintaining a secure data governance program and capabilities to nurture a data-driven culture aids in handling and utilizing data for utilization at a more significant potential.

For instance, Instacart generates revenue from delivering grocery items from Whole Foods and Costco. The company further retails their data, which provides valuable insights into consumer behavior, demand graph of certain products, customer mapping routes, and weather impact, among others.

These factors positively influence the industry growth.

RESTRAINING FACTORS

Fewer Skilled Workforce and Talent Management Issues to Limit the Market Growth

Newer enterprises which are monetizing data generally face issues about scaling the acquired data, estimating valuation, and developing insights from raw data. These tasks are assigned to the Chief Data Officer (CDO) and fulfilled by hiring and retaining experienced employees. According to Gartner CDO’s survey, data officers are more likely to succeed 3.5 times when data monetization objectives are achieved. The success rate is anticipated to further grow 1.7 times when they have achieved Return on Investment (ROI) from data analytics and data investments. Additionally, the odds of success increase 2.3 times when they have reduced the time to market.

The above factor depicts the importance of implementing a skilled workforce to enhance the monetization of data. It is vital to integrate skilled workforce to increase the data value through enhanced analysis to generate additional revenue and business income.

SEGMENTATION

By Application Analysis

Competition for Effective Data Analytics and Surge in Personalized Marketing to Enhance the Practice of Data Monetization

By application, the market is divided into customer service, sales and marketing, finance, and others. Multiple capabilities in sales and marketing, including ROI and Pay-Per-Click (PPC) campaigns contribute to the higher market share. The segment is expected to expand at a healthy CAGR during the forecast period. It is due to the utilization of Big Data analytics to generate compelling insights and enhance customer experience and personalized marketing. According to Marketingdive report of January 2021, 88% of marketers prioritize data storage and the accumulation of first-party data.

Customer services monetize data to improve customer engagement, customer retention, and enhance call center performance by analyzing consumer behavior and implementing digital marketing tactics. The data is utilized for maintaining user response time, abandonment rates, and average queue times to track consumer analytics.

Big Data gathered from internal and external monetization techniques is utilized in finance departments to streamline cash flow, track profit and loss margins, and improve managerial expenditures, among other use cases. Similarly, the utilization in human resources aids in reducing workforce uncertainty, tracking employee statistics, and retaining talent management.

These applications collectively utilize Big Data to streamline business models and enhance market growth by gathering internal and external data using monetization programs.

By Deployment Analysis

Data Monetization via Cloud to Propel Market Growth

By deployment, the market is bifurcated into cloud and on-premise. Cloud segment is projected to dominate the market share and grow at a highest CAGR during the forecast period.

The monetization platform, whether hosted on cloud or on-premise systems, streamlines data management by enhancing the analysis of personalizing data, information assets, facilitating collaboration, and improving security measures. Boundaryless monetization solutions enable a consumption-driven process and the implementation of information semantics, to boost usability across all data types, including machine-generated, transaction, and master, connected, and social enterprise data. Numerous vendors utilize a data lake to handle raw, analytics, and enriched data.

Thus, the utilization of cloud services enhances the market share by engaging workforce from multiple domains to deliver enhanced analytics and insights. For instance, in November 2022, Fosfor, a subsidiary company by Larsen & Toubro Infotech, extended its partnership with Snowflake. This accelerated the monetization opportunities for Fosfor consumers by combining AI abilities with Snowflake’s Data Cloud.

By Enterprise Type Analysis

Diverse Product Portfolio of Large Enterprises to Generate Larger Data Resources for Business Growth

Large enterprises require data-driven and backed results, which are gathered by discovering and operationalizing data management. Implementation of an analytical data governance platform improves data management processes, which are further analyzed for the monetization of data.

For instance, in January 2022, TickSmith secured series A funding for their B2B data-selling platform, owing to their analytical cloud-based SaaS applications. The company secured USD 20 million, which was utilized for further enhancing their business and marketing strategies, resulting in improved data shopping experience, data monetizing, and data preparing & packaging.

According to Quodigi, large enterprises held 77.11% of the market share in 2019, contributing to their market dominance and technical expertise concerning raw data analysis and research. Thus, large enterprises are projected to dominate the market at a greater market share and showcase a healthy CAGR during the analysis period. However, SMEs accounting for their profit-driven approach are projected to exhibit a higher CAGR during the forecast period.

By Industry Analysis

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Additional Revenue Generation and Income Source to Enhance Deployability

Based on industry, the market is classified into BFSI, healthcare, consumer goods and retail, manufacturing, IT and telecommunication, and others (travel and hospitality, government, and others).

The BFSI sector holds the largest market share in 2022 due to vast data collected from users regarding financial habits, preferences, and product sales, among others. Employees in the BFSI industry primarily gather data from client project meetings, project handling, and site visits. These factors, including the scalable financial data and streamlining of expenditure data lead the industry toward the increasing practice of monetizing data. For instance, Fidelity Investments started internally monetizing its data to generate income and revenue opportunities.

Healthcare employees are well-accustomed to utilizing available patient data to construct the most appropriate care decisions. Lab results of a patient showcase the patient history and medication history to enhance medication accuracy. However, healthcare organizations utilize data to support profitability. Recently, New Mexico’s Presbyterian Healthcare Services started using an asynchronous reporting system. For instance, in 2020, medical professionals completed 50,000 low-acuity care requests, which was completed in an average of two minutes. Patients generally received responses to their text-based content in under 15 minutes.

The consumer goods and retail segment exhibits adequate potential to leverage data for monetization. There is increasing the demand for monetization applications across multiple industries. According to a survey by New Vantage Partners, more than 91% of executives surveyed observed escalations in related investments. Additionally, data gathered through e-commerce websites and media statistics deliver highly valuable insights, including consumer preferences, habits, and information.

Manufacturing organizations adopt analytics and Business Intelligence (BI) strategy that enables flexible and timely visibility across the driving agility, production lifecycle, and speed-to-market. It also enables streamlining data, sales, and operational planning to enhance the analytics and insights generated from the accumulated data.

Through data analytics, IT and telecom providers can track consumer activities on their software and generate data for consumer behaviors. Having a source of truth enables IT and telecom businesses to streamline all the gathered data to enhance business decisions. It also enables insights on project status, reduces the market time for products, and ensures usage and adoption, which results in helpful analytics for product and business enhancements.

REGIONAL INSIGHTS

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The market has been studied across five regions, including North America, South America, Europe, the Middle East & Africa, and Asia Pacific. These regions are further categorized into several dominating countries.

North America dominated the global market share in 2022. Increasing deployment of IoT devices and cloud-based applications are among the key factors driving the market growth across North America. Moreover, the surge of cloud adoption in the North America market is attributed to higher data generation in the U.S. According to SG Analytics, 2.5 quintillion bytes of data was generated by the population in the U.S. in 2020. Additionally, increasing trends of rising industries such as airlines, manufacturing, retail, and healthcare are supporting data generation and utilization.

South America exhibited a surge in investments in newer industries, such as retail and oil and gas, which resulted in accelerated development toward digitalization and cloud adoption. The region is projected to rapidly increase in terms of data generation while manifesting a higher CAGR than other regions during the forecast period. For instance, in August 2022, Brazil, under Governor Robert Nato, drafted an agenda for financial and technological evolution. The implementation of tokenized currency into the evolution is anticipated to boost tokenized deposits and data monetization processes.

Europe is projected to leverage the market with second highest revenue share in the global market owing to the multiple stringent compliances toward the monetization of data and data trading in the region. For instance, the Union-approved General Data Protection Regulation (GDPR) replaced the prior Directive 95/46/EC. It provided functions to empower and protect the privacy of all European nationals and amend the approaches E.U. organizations deploy to handle user data privacy.

The Middle East & Africa is expected to exhibit a healthy CAGR in the global market owing to surging investments in the telecom industry. For instance, in Sierra Leone, telecom enterprises implemented strategies to trade data, which helped in the prediction of frequent outbreaks of Ebola virus and contain the spread of diseases by taking preventive action.

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The Asia Pacific appears as one of the fastest-growing regions as it offers immense opportunities for market growth. The region is expected to grow at an appreciable CAGR during the forecast period. The growing adoption and deployment of cutting-edge technologies, such as cloud-based service utilization and IoT implementation, is expected to fuel the demand for data monetization solutions and platforms.

KEY INDUSTRY PLAYERS

Integration of Exchange Platform and Advanced Data Analytics to Enhance the Market Growth

Enterprises across various industry domains are expected to gain financial benefits via various data monetization applications. Majorly, BFSI and consumer goods enterprises frequently lack perceptibility into the particulars of their product sales and performance. Data monetization allows these companies to generate additional revenue streams.

Some vendors have closed this gap by providing data analytics suites to their end-user companies. For instance, the wholesaler, Costco, has a reputed Collaborative Retail Exchange (CRX) platform for implementing the latest technologies. The company provided their vendors with segment and category data, enabling them to gain valuable insights on market growth.

LIST OF KEY COMPANIES PROFILED:

• Sisense Inc. (U.S.)


• Adastra Corporation (Canada)


• DOMO Inc. (U.S.)


• Tibco Software Inc. (U.S.)


• Talend Inc. (U.S.)


• Inzata (U.S.)


• Infosys Technologies Pvt. Ltd. (India)


• TASIL (Poland)


• Dawex Systems (France)


• Emu Analytics (U.K.)

KEY INDUSTRY DEVELOPMENTS:

• January 2023 – Inbounds.com completed the acquisition of Data Prosper, which provides data list management services, data prosper, data brokerage, and data monetization, among others. This acquisition resulted in enhancements to inbound data analytics and improvement in the client’s return on investments to boost business growth.


• December 2022 – Wipro launched Wipro Data Intelligence Suite, which is a solution that provides advanced functionalities concerning monetization and cloud modernization. With the additional cloud support, the company aimed to boost digital transformation and enable business growth.


• March 2022 – Silverback United Inc. completed the acquisition of Darwin Data Capital Inc., which was a provider of data-backed asset solutions and products with major end-users of large industries. This acquisition resulted in a geographical expansion in the U.S.


• July 2021 – Axia collaborated with UDBI to monetize data and enhance business growth. This collaboration resulted in internal and external monetization of data to improve the consumer experience by implementing personalized marketing and enhancing the consumer experience.


• November 2020 – Teradata, which primarily provides a data cloud analytics platform, launched Teradata DataDNA. DataDNA is an automated service that generates usage analytics and data lineage. The company leverages the Vantage platform, a hybrid data analytics platform, to enhance data monetization abilities.

REPORT COVERAGE

An Infographic Representation of Data Monetization Market

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The global data monetization market research report provides business insights on regions to improve business decisions and judgment, considering the market. Furthermore, it provides key insights into the recent developments and a review of emerging technologies, which are being adopted worldwide. It also emphasizes the major growth-stimulating factors and elements, which allows the reader to obtain an in-depth understanding of the market.

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