Percentage of Revenue from Data Monetization

Proof Point

High-performing companies more likely to have higher percentages of revenue from data monetization than others, according to McKinsey survey

Percentage of Revenue from Data Monetization

2017 (percentage of respondents)

Note: Based on McKinsey’s survey of 530 C-level executives and senior managers globally, representing full range of industries and company sizes. High performers are organizations with annual growth rates of 10% or more for both organic revenue and EBIT over the past 3 years. Respondents who answered others or don’t know are not shown.

Proof Point Findings

  • Incremental Revenue – Most respondents in McKinsey survey said data monetization makes up 1% to 10% of total revenue in 2017
  • Top-line Increase – High performers are three times more likely to say data monetization efforts contribute more than 20% to total revenue
  • Insignificant Growth – Two in five high performers and almost three in ten of all other respondents think revenue from data monetization constitutes only less than 1% of their companies’ total
  • Key Growth Drivers – Include growing demand and value of consumer data, intensifying competition, and heightening consumer need for personalized services


Business Model and Practices

Business Model
and Practices






Date Last Updated

February 7, 2019

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