full title: Digital Transformation, Big Data and Online Review Platforms: from Marketing to Innovation Analytics ="">="">

The goal of this research seminar is to share insights on the emergence of an ecosystem of digital businesses (namely BDA firms) that has the potential to empower digital innovation and experimentation. Based on an in-depth analysis of the similarities and differences of more than 70 online review platforms (ORPs), we classify them into three types: (a) information-driven ORPs; (b) transaction-driven ORPs; and (c) research-driven ORPs. While the first two types have been in existence for a long time, the third type is more emergent and novel. The emergence of the research-driven ORPs (RORPs) implies a shift in focus from supporting marketing and operations to facilitating innovation and business transformation. Using the case study of SoundOut, a UK-based innovation analytics firm, we illustrate how digital innovation experimentation carried out by RORPs is distinct in at least three ways from the traditional online/offline innovation experiments including: (1) experiment scope and test type; (2) subjects; and (3) testing tools. We shed light on the benefits and challenges of using RORPs and innovation analytics and offer strategic and operational implications for entrepreneurs and innovation managers.

In a follow-up study, based on an in-depth qualitative analysis of innovation projects carried out by a RORP, we develop the Consumer Goods Company Innovation (CGCI) conceptual framework, which illustrates how BDA firms help consumer goods companies to test new products before they are launched on the market, and innovate. Theoretical and managerial implications are discussed.

 link to the even clic here