| In the era of data analytics, industries can use data to enhance market anal-yses and seek better opportunities for current, or new, business opportuni-ties. Furthermore, companies can consider their data as an intangible asset, allowing expansion, by a proper market analysis, and economic opportuni-ties through data monetization. These strategies define the use of data for in-direct and direct purposes. Despite the idea of adopting data monetization practices, a considerable gap exists between expectations and reality. For ex-ample, the definition of strategies, methods, and analyses to perform data valuation. This gap necessitates a comprehensive exploration considering the different nuisances of data monetization. To achieve a broader understand-ing of the data monetization landscape, a market evaluation, through an ex-ploration of the market environment and the stakeholders involved, is neces-sary. The present work contributes to this understanding by facilitating a market analysis for data valuation within the European community. This analysis aims to shed light on critical aspects influencing the valuation of da-ta in the European context, offering insights into the market dynamics, emerging trends, and the evolving landscape of data monetization strategies within this region. |
*** Title, author list and abstract as seen in the Camera-Ready version of the paper that was provided to Conference Committee. Small changes that may have occurred during processing by Springer may not appear in this window.