The Influence of Customer Involvement in Data Analytics on Innovation: An Abstract

This research suggests that customer engagement goes beyond the task of providing data for new product development (NPD), and that customers may play a more active role in data analytics. We view customer involvement in data analytics as consisting of two aspects: Customer as Data Provider (CDP), defined as customers (passively) providing data through different channels; and Customer as Data Analyst (CDA), defined as customers (actively) participating in data analytics, such as acquisition and implementation, to co-develop innovative outputs. While CDP is consistent with the mainstream research on data analytics, CDA introduces a new aspect of customer involvement in data analytics practice.