The EVADAS framework
EVADAS: Designing the Economics of Data
Most organisations know their data is valuable. Few can articulate exactly how valuable it is, where that value sits, or how to unlock it systematically.
EVADAS is a strategic framework designed to answer those questions.
Rather than treating data as a technical asset or an analytics problem, Evadas treats data as an economic asset embedded in a market system. It provides a structured way to model the value of data, identify the constraints that limit that value, and redesign the architecture and ecosystem required to realise it.
At its core, EVADAS starts with a simple premise: data only has value insofar as it enables critical jobs-to-be-done — acquiring customers, improving engagement, reducing churn, innovating products, strengthening partnerships. The framework maps how data assets, capabilities and touchpoints support these outcomes, and where economic leakage occurs.
Grounded in the EVADAS model , the approach assesses:
The data assets an organisation holds (owned, gathered and asked data)
The maturity of its data capabilities
The effectiveness of its customer touchpoints
The frictions — regulatory, technical, social and economic — that shape costs
The architecture governing data portability and control
The distribution of value between the business, its partners and its customers
This creates something most organisations lack: a data economic model. Not a dashboard, not a platform roadmap — but a quantified view of internal and ecosystem value, linked directly to business priorities.
EVADAS operates in two stages. First, it develops a relative model that surfaces where value is structurally strongest and weakest across use cases. Second, it undertakes targeted quantitative modelling to estimate financial uplift from optimising selected use cases. The outcome is both diagnostic and prescriptive: a gap analysis and a blueprint aligned to customer strategy and growth ambitions .
The distinction EVADAS makes between internal value and ecosystem value is critical. Many firms focus narrowly on performance metrics such as acquisition cost or conversion improvement. Far fewer design the surrounding market — partnerships, portability structures, incentive systems — that determines who ultimately captures the economic benefits of data. EVADAS makes these trade-offs explicit.
The framework is particularly relevant for data-rich organisations — financial services, telecoms, healthcare, retail and digital platforms — that sense untapped value but lack a coherent economic model. It is equally powerful for businesses building ecosystems or platforms, where the architecture of data exchange determines long-term competitive advantage.
In an environment defined by regulation, customer participation, and cross-sector collaboration, data strategy can no longer be confined to technology decisions. It is a question of market design.
EVADAS provides the discipline to approach data as executives approach capital allocation: with clarity on assets, capabilities, risk, return and structural advantage.
Data does not create value by default. It creates value when the economics are intentionally designed.
EVADAS is that design framework.
