Big data analytics democratized with clean collaboration and customer privacy choice

Digital technologies and platforms have started a data explosion, and big data analytics is moving beyond social media in retail media online and offline, integrating the seamless interaction between business and customers in omnichannel. These data allow better insights but also require a more holistic analysis to refine customer experience and corporate strategies. While the business opportunities are exciting, we see three key challenges: organizational (silos), operational (in uncovering customer insights) and societal (respecting privacy). To this end, we propose the three solutions of (1) democratizing digital transformation, (2) clean rooms to collaborate with competing walled gardens, and (3) customer choice in privacy by design. Doing so, managers can improve insights actionability within robust frameworks of within-business leadership, cross-business data trade and customer privacy. Meanwhile, we offer business academics and analysts specific research questions to solve intriguing and impactful puzzles. Thus, the future of big data analytics looks bright.