Analysis of issues for creating co-creative value through marketing data among companies.

Abstract

In recent years, it has become increasingly important for many companies to utilize data obtained from consumers in their marketing. While various companies exchange and utilize marketing data with each other, the approach to extract co-creative value is still in the process of improvement. In this research, by using IMDJ (Innovators Marketplace on Data Jackets), we analyzed expectations, needs, and problems for data exchange, based on the characteristics of marketing data and players. We also proposed incentive design for marketing data exchange with other companies.