Quotation Wieringa, Jaap, Kannan, P.K., Ma, Xiao, Reutterer, Thomas, Risselada, Hans, Skiera, Bernd. 2021. Data analytics in a privacy-concerned world. Journal of Business Research. (122), 915-925.




Data is considered the new oil of the economy, but privacy concerns limit their use, leading to a widespread sense that data analytics and privacy are contradictory. Yet such a view is too narrow, because firms can implement a wide range of methods that satisfy different degrees of privacy and still enable them to leverage varied data analytics methods. Therefore, the current study specifies different functions related to data analytics and privacy (i.e., data collection, storage, verification, analytics, and dissemination of insights), compares how these functions might be performed at different levels (consumer, intermediary, and firm), outlines how well different analytics methods address consumer privacy, and draws several conclusions, along with future research directions.


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Publication's profile

Status of publication Published
Affiliation External
Type of publication Journal article
Journal Journal of Business Research
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new FIN-A, INF-A, STRAT-B, VW-C, WH-B
Language English
Title Data analytics in a privacy-concerned world
Number 122
Year 2021
Page from 915
Page to 925
Reviewed? Y
DOI https://doi.org/10.1016/j.jbusres.2019.05.005
Open Access N


Reutterer, Thomas (Details)
Kannan, P.K. (Department of Marketing, Robert H. Smith School of Business, University of Maryland, United States/USA)
Ma, Xiao (Warwick Manufacturing Group, University of Warwick, United Kingdom)
Risselada, Hans (Department of Marketing, University of Groningen, Netherlands)
Skiera, Bernd (Department of Marketing, Faculty of Business and Economics, Goethe University Frankfurt, Germany)
Wieringa, Jaap (Department of Marketing, University of Groningen, Netherlands)
Institute for Marketing and Customer Analytics IN (Details)
Research Institute for Computational Methods FI (Details)
Research Institute for Cryptoeconomics FI (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5301 Distributive trades (Details)
5307 Business and management economics (Details)
5315 Commercial science (Details)
5320 Marketing (Details)
5321 Market research (Details)
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