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  • January 2021 (Revised May 2021)
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Amazon Shopper Panel: Paying Customers for Their Data

By: Eva Ascarza and Ayelet Israeli
  • Format:Print
  • | Language:English
  • | Pages:8
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Abstract

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.

Keywords

Data Analytics; Data Privacy; Data Management; "Marketing Analytics"; Marketing Communication; Marketing Research; Data-driven Management; E-Commerce Strategy; Ethical Decision Making; CRM; Consumer Protection; Targeted Advertising; Targeted Policies; Data Ownership; Marketing; Research; Marketing Communications; Analytics and Data Science; Management; Customer Relationship Management; Ethics; E-commerce; Retail Industry; Technology Industry; United States

Citation

Ascarza, Eva, and Ayelet Israeli. "Amazon Shopper Panel: Paying Customers for Their Data." Harvard Business School Case 521-058, January 2021. (Revised May 2021.)
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About The Authors

Eva Ascarza

Marketing
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Ayelet Israeli

Marketing
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Related Work

    • July 2021 (Revised January 2022)
    • Faculty Research

    Amazon Shopper Panel: Paying Customers for Their Data

    By: Eva Ascarza and Ayelet Israeli
    • January 2021 (Revised May 2021)
    • Faculty Research

    Amazon Shopper Panel: Paying Customers for Their Data

    By: Eva Ascarza and Ayelet Israeli
Related Work
  • Amazon Shopper Panel: Paying Customers for Their Data By: Eva Ascarza and Ayelet Israeli
  • Amazon Shopper Panel: Paying Customers for Their Data By: Eva Ascarza and Ayelet Israeli
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