Business Remedies | Charu Bhatia | In today’s digital economy, data has become as valuable as money itself. From e-commerce giants to fintech startups, companies are no longer treating customer information as a byproduct of transactions but as a core asset to be mined, analysed, and monetised. Whether it’s browsing history, shopping preferences, or even fitness patterns, businesses are aggressively turning insights into revenue streams, sometimes more profitably than the actual products they sell.
The New Oil of Business
For years, data has been described as the “new oil.” But unlike crude oil, data multiplies with every click, swipe, or purchase. Retailers track buying behaviour to personalise recommendations; financial apps study spending patterns to cross-sell loans or credit cards; and food-delivery platforms use order history to tweak menus or introduce new cuisines. Each data point adds to a company’s ability to predict, persuade, and profit.
Personalisation Becomes Product
What makes data monetisation powerful is the shift from mass marketing to hyper-personalisation. Streaming platforms curate watchlists tailored to individual tastes, while fashion brands suggest clothing based on browsing habits. This not only boosts sales but also makes the experience itself a product, customers often return because the service “knows” them.
Data Marketplaces and Partnerships
An emerging trend is the rise of data marketplaces, where anonymised customer information is shared or sold across industries. For instance, telecom operators partner with advertisers to deliver location-based campaigns, and ride-hailing apps share mobility insights with city planners. These collaborations create new revenue lines without selling a single physical product.
The Trust Dilemma
However, monetising data comes with its challenges. Rising awareness around privacy, security, and consent means customers are questioning how much of their personal information companies should profit from. Regulations like Europe’s GDPR and India’s Digital Personal Data Protection Act, 2023 are pushing firms to be more transparent and responsible. The businesses that succeed will be those that can balance profitability with privacy.
What Lies Ahead
As artificial intelligence and predictive analytics mature, the ability to monetise data will only grow sharper. Experts believe the next frontier will be real-time data monetisation, where companies use live insights, such as traffic patterns or instant purchase triggers, to dynamically adjust pricing, offers, or inventory.
In this landscape, data isn’t just supporting business decision, it is the business. Companies that treat data as currency are positioning themselves not only to sell better but to sell smarter, staying a step ahead in the competitive marketplace.
Written & Edited By:
Charu Bhatia
