Innovation, Technology Entrepreneurship & Marketing (ITEM) group

The Innovation, Technology Entrepreneurship & Marketing (ITEM) group has a special role in the DSC/e where it provides research and teaching on how to translate the data, data mining and visualization techniques into new business opportunities. Why? Because large volume, velocity, variety and veracity of data do not automatically mean that the data are also valuable for businesses. In the ITEM group, we focus on how to successfully set up and scale up data-driven businesses, thereby complementing the more technical research on algorithms and data mining techniques, as well as data engineering and visualization.  

Any successful data-driven business has to create value as well as capture value through a working revenue model. A couple of examples to illustrate how far from being straightforward this is. First, digitization brings new opportunities for revenue models: many monetization options to choose from, all seemingly combinable. Yet some work synergistically with each other, while others hamper the firm when they are combined. Our large-scale research shows that direct monetization from the customer (paid distribution, durables, consumables, subscriptions) should not be combined with indirect monetization from third parties (e.g. advertisement, affiliation). A related question: how distinct should the features of the new product or service be, relative to competition? And does a technically novel product benefit from a novel revenue model, or on the opposite suffers from it because there’s too much innovation involved?   

Second, digitization steadily penetrates our society. It thereby increases connectivity and dependencies between different products, services, platforms and systems. As a result, a data-driven business cannot operate stand-alone and has to be properly embedded into a (not always digital) ecosystem. Finding the right partners for this ecosystem could be a messy and time-consuming process. Managing the dependencies and potential frictions between the different partners in the ecosystem is another big issue for data-driven businesses.   

All in all, data-driven firms encounter numerous challenges when developing or transforming their businesses in the telecom, smart cities, mobility, IoT, health or other markets. Those challenges start with the data science and technology, but inevitably end up with business or governmental implementation. So for doing society-relevant research, these types of research have to be combined, making it a stronger proposition for both the organizations involved as well as national and European funding agencies.   

This philosophy is also heavily supported by the Jheronimus Academy of Data Science (JADS). JADS runs a master program “Data Science and Entrepreneurship”, while the related research is embedded in the “Data&Business” research program.      

This philosophy is also heavily supported by the Jheronimus Academy of Data Science (JADS). JADS runs a master program “Data Science and Entrepreneurship”, while the related research is embedded in the “Data&Business” research program. 

Any specific questions regarding the above? Please contact dr. Ksenia Podoynitsyna

More information on the ITEM group
More information on JADS