Who Owns the Data? A Systematic Review at the Boundary of Information Systems and Marketing

This paper gives a systematic research review at the boundary of the information systems (IS) and marketing disciplines. First, a historical overview of these disciplines is given to put the review into context. This is followed by a bibliographic analysis to select articles at the boundary of IS and marketing. Text analysis is then performed on the selected articles to group them into homogeneous research clusters, which are refined by selecting distinct articles that best represent the clusters. The citation asymmetries between IS and marketing are noted and an overall conceptual model is created that describes the areas of collaboration between IS and marketing. Forward looking suggestions are made on how academic researchers can better interface with industry and how academic research at the boundary of IS and marketing can be further developed.