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
Accelerator: Big Data and Analytics
Business Models and Practices: Data, Interfaces and Algorithms , New Revenue Models
Sector: Cross-sector
Function: Cross-Function

Date Last Updated: February 7, 2019

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