The thesis concerns the theoretical and practical analysis of an activity that has recently become increasingly widespread in the dynamics of corporate and banking business: the monetization of data. During the discussion will be explained the trends that have led to this type of data exploitation, the various types and the many potential applications. An ethical reflection is also developed about the practice in analysis and the inappropriate behaviours that could be or have been held, e.g. Facebook - Cambridge Analytica scandal. In the second part of the discussion, a practical case study regarding the entry of a big bank into the world of data monetization will be developed, all supported by the theoretical and methodological models built at the end of the first part..