A Multidimensional Data Utility Evaluation and Pricing Scheme in the Big Data Market

Big data as a derivative of information technology facilitates the birth of data trading. The technology surrounding the business value of big data has come into focus. However, most of the current research focuses on improving the performance of big data analytics algorithms. Data pricing is still one of the main issues in data trading. Therefore, we aim to tackle the problem of evaluating the utility of data in the big data trading market and the problem of maximizing the profits of the various roles involved in data trading. To this end, we propose a Multidimensional Data Utility Evaluation (MDDUE) method through three data quality dimensions, namely, data size, availability, and completeness. Next, we propose a big data trading market model including data providers, service providers, and service users. An optimal data-pricing scheme based on a three-party Stackelberg game is proposed to maximize the participants’ profits. Finally, a machine learning model is used to verify the rationality and validity of the MDDUE. The results show that MDDUE can evaluate the utility of data more accurately than previous work. The existence and uniqueness of the Nash equilibrium are demonstrated through numerical experiments.