Background: Crowdsourcing has been discussed in previous studies as the different type of open innovation business model by exchange the information of crowds to generate the content to help companies build competitive advantage. Thus, the information here plays a vital role in crowdsourcing. Nonetheless, the study on how the platforms utilize the data is limited. In response, we seek to explain how the data applied in crowdsourcing platforms, how platforms work and the interaction among actors.

Purpose: The purpose of this study is to explore how the data can be leveraged to enhance the effectiveness of crowdsourcing platforms as well as investigate what general pattern can be identified within the observation approach.

Method: This study is carried out through a qualitative research. In order to obtain the required information, empirical data was collected through observation based on the previous original interview transcript among various types of crowdsourcing platforms to present the crowdsourcing initiative and the role of data in platforms. Besides, the existing literature as the cornerstone helps to improve the process of analysis and conclusion.

Conclusion: The results reveal that the leveraging data can enable deeper levels of valuable meanings that help companies gain more competitive advantage. Besides, technology approach in crowdsourcing enables wider broad for platforms to improve the participation and interaction of crowds and communities.