OnDemand WTP Pricing Research

Workshop: Data Monetization: A Practical Roadmap for Framing, Pricing, and Selling Your B2B Digital Offers 24 Oct | Stephan Liozu, CPP


(Level 600 Workshop)

Data is the new gold. Consultants and scholars agree that trillions of dollars in value are going to be generated thanks to the digital revolution taking the B2B and industrial worlds by storm. More than 80% of firms have embarked in some type of digital transformation placing big data analytics at the heart of their digital strategies. Despite this tsunami of activities, Simon-Kucher & Partners (SKP) reports that 3 out of 4 firms that invested in digitalization in the past 3 years fail in their efforts due to the lack of monetization strategies, the focus on the wrong priorities, the lack of customer intimacy, and the neglect of digital pricing best practices. In fact, only 18% of these firms are true digital heroes.

While the business potential of big data is attractive, there are some fundamental go-to-market considerations that require breakthrough thinking and a strong focus on value and pricing management. During this workshop, Dr. Liozu introduced on a practical data monetization road map which addresses all these considerations. Based on dozens of interviews with industrial natives
and 18 months of research on the topic of data monetization and the value-based pricing of data, Dr. Liozu makes a case for a more agile, customer-centric, and value-based approach to data monetization.

Attendees will learn:

  • The various monetization and value creation models for data-enabled offers
  • The 8 steps of the data monetization framework
  • The best practices in designing differentiated data-enabled offers
  • The value-based pricing of data and options in digital pricing models
  • Business model implications of switching from ownership to consumption model




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