Data Monetization in Hospitality and Retail: Turning Customer Insights into New Revenue Streams

In today’s digital-first world, hospitality and retail organizations are sitting on a goldmine of first-party customer data. Yet, many are only beginning to realize the full potential of these assets. As regulatory changes and the decline of third-party cookies reshape the landscape, the ability to harness, protect, and monetize first-party data is emerging as a critical driver of growth and innovation. Leading organizations are leveraging artificial intelligence (AI) and advanced analytics to transform customer insights into new business models—unlocking revenue streams such as retail media networks and hyper-personalized guest experiences.

The New Imperative: Monetizing First-Party Data

The shift toward privacy-first digital engagement has made first-party data more valuable than ever. Retailers and hospitality brands, with their direct customer relationships and rich behavioral data, are uniquely positioned to capitalize. Data monetization is no longer just about selling data; it’s about using insights to create value for customers, partners, and the business itself. This can take the form of:

Retail media networks that allow brands to reach high-intent shoppers with targeted offers at the point of sale.
Personalized guest experiences that drive loyalty, increase spend, and differentiate the brand.
New data products and services for partners, suppliers, and advertisers.

Case Studies: Data Monetization in Action

Retail: Building Billion-Dollar Media Networks

A leading American supermarket chain partnered with Publicis Sapient to unlock the value of its first-party data. By unifying data across devices and channels, the retailer created a retail media network that offers CPG partners access to high-fidelity audience segments and real-time insights. The result? Over $100 million in new annual media revenue, with a roadmap to scale to $1 billion. This transformation was powered by integrating advanced analytics, cloud platforms, and a robust data governance framework—enabling the retailer to move from incremental revenue to a strategic, in-house data monetization engine.

Another major U.S. food and drug retailer realized a billion-dollar opportunity by launching its own retail media network. By providing 360-degree customer insights and closing the loop between ad spend and sales, the retailer attracted CPG advertisers and delivered unprecedented transparency and ROI. The system’s real-time reporting and actionable insights set it apart from traditional ad platforms, while partnerships with technology providers accelerated time to value.

Hospitality: Personalization at Scale

In hospitality, data monetization often centers on enhancing the guest experience. For example, a global hospitality group leveraged first-party data to deliver hyper-personalized communications and offers across channels. By integrating guest location, purchase history, and preferences, the brand increased conversion rates, sales growth, and repeat business. AI-powered segmentation and real-time analytics enabled marketers to anticipate guest needs and deliver the right message at the right time.

Another hospitality leader transformed from an asset management company to a digital experience provider by launching a platform that personalizes every aspect of the guest journey. The result: $100 million in new ticket sales in the first year, with 37% of sales driven through the new digital platform and 20% year-over-year growth projected. This approach not only increased revenue but also deepened customer loyalty and opened new opportunities for cross-sell and upsell.

Steps to Building a Data-Driven Culture

Monetizing data assets requires more than technology—it demands a cultural shift. Here’s how leading organizations are building a foundation for sustainable data monetization:

Executive Buy-In and Vision: Leadership must champion data as a strategic asset, aligning business goals with data-driven opportunities.
Unified Data Infrastructure: Break down silos and unify data across channels, brands, and touchpoints to create a single source of truth.
Data Governance and Compliance: Establish clear policies for data privacy, security, and regulatory compliance—building trust with customers and partners.
AI and Advanced Analytics: Invest in AI/ML capabilities to unlock actionable insights, automate segmentation, and optimize campaigns in real time.
Cross-Functional Collaboration: Foster collaboration between marketing, IT, analytics, and business teams to accelerate innovation and execution.
Continuous Measurement and Optimization: Use robust measurement frameworks to track performance, demonstrate ROI, and iterate on new data products and experiences.

Roadmap for Data Monetization Success

Organizations looking to monetize their data assets should consider the following roadmap:

Assess Data Readiness: Evaluate the quality, accessibility, and completeness of your first-party data. Identify gaps and opportunities for enrichment.
Define Monetization Use Cases: Prioritize high-impact opportunities—such as retail media, personalized offers, or new data products—based on business goals and customer needs.
Build or Enhance Data Platforms: Invest in scalable, secure cloud infrastructure and customer data platforms (CDPs) to enable real-time insights and activation.
Develop Partner Ecosystems: Curate a network of advertisers, suppliers, and technology partners to maximize the value of your data.
Ensure Privacy and Trust: Implement privacy-by-design principles, transparent consent management, and robust security to maintain customer trust and comply with regulations.
Launch, Measure, and Scale: Start with pilot programs, measure results, and scale successful initiatives across the organization.

Maintaining Customer Trust and Compliance

As data monetization strategies mature, maintaining customer trust is paramount. Leading organizations are:

Prioritizing transparency in how data is collected, used, and shared.
Empowering customers with control over their data and preferences.
Committing to regulatory compliance (e.g., GDPR, CCPA) and industry best practices.
Investing in security to protect sensitive information and prevent breaches.

The Future: Data as a Platform for Growth

The convergence of first-party data, AI, and digital platforms is redefining what’s possible in hospitality and retail. Organizations that embrace data monetization are not only unlocking new revenue streams—they’re building more resilient, customer-centric businesses. By turning insights into action, they are creating value for customers, partners, and shareholders alike.

Publicis Sapient partners with leading brands to design and implement data monetization strategies that drive measurable business impact. Our expertise spans strategy, technology, data science, and experience design—empowering organizations to realize the full potential of their data assets while maintaining the highest standards of trust and compliance.

Ready to unlock new revenue streams and transform your business with data? Connect with Publicis Sapient to start your data monetization journey today.