Data valorization involves extracting value from the data collected by an organization. This concept, while not new, is of increasing importance for businesses operating in an increasingly digital and interconnected environment, thus facilitating the collection of actionable data. This field encompasses a wide range of possibilities, extending far beyond the marketing and advertising sectors. The information gathered can be used in diverse areas such as scientific research (medical, sociological, etc. data), security, production optimization, and social initiatives.

Data valorization can be carried out internally, with the aim of improving or expanding the company’s activities, through the sale of data to third parties, or through open data, which promotes the social use of data. This approach goes far beyond the simple act of data collection. In a marketing and advertising context, data valorization can manifest itself in various ways. Internally, this can translate into a better understanding of the customer for tailoring offers, detecting customer churn, or leveraging data for marketing and advertising campaigns. Externally, it involves a process of monetizing data (see the more detailed definition for further information).