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    Amazon Shopper Panel: Paying Customers for Their Data

    Ascarza, Eva ; Israeli, Ayelet

    • Reference: HBS-521058-E

    • Year: 2020

    • Number of pages: 8

    • Geographic Setting: United States

    • Publication Date: Jan 7, 2021

    • Fecha de edición: May 3, 2021

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: Marketing consulting services;Retail trade;E-commerce

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    Description

    This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers' privacy in the digital age, the value of customers' own data, and the change in regulations aimed to protect consumers that move companies from using third party data to first party data. In addition, the case offers an opportunity to discuss the power dynamics of online giants such as Amazon, Google, and Facebook.

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    Keywords

    Analytics Business ethics Computer security Customer relationship management Data management Market research Marketing communications Marketing management