Digital payments and relational embedding: Turning relations into data and data into relations

Research on the digital economy has highlighted the assetization of data. This article argues for expanding existing research on data and datafication processes by focusing on how relationships are made and unmade through and from data. We introduce a general analytic model of “relationing” and show how relationships between users, companies, and products are created in three different moments—entanglement, dissection, and matching—first in the digital economy, then in physical stores. We show how payments with mobile phones connect the digital to the brick-and-mortar economy. Applying our model, we illustrate how a mobile phone's various data streams, money's record-keeping function, and retailers’ loyalty programs produce qualitatively and quantitatively new relations between customers, retailers, banks, app providers, and payment intermediaries. We argue that “relational embedding” captures the inherent relationality between users, their data points, and other economic actors: algorithmically relating users’ data profiles to other users’ profiles yields personalized recommendations, ads, or rebates, continuing the relationship between retailers and customers.