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Business reality, as well as IT literature, is indicating the shift towards data-driven societies. However, business research is lacking the conceptualizations and explanations in this regard. The common denominator of these perspectives is the key role of customer integration. This can be ensured by efficient managing of customer knowledge. At the same time, online activity of companies provides a possibility to generate customer behavioral data, which potential can be unveiled using specificdoi:10.15604/ejbm.2017.05.01.001 fatcat:7ohht2kvtfe67h5c2f5txa4p7e