Having seen both the selling and acquisition side of the table, the only concrete advice I can give you is to pay handsomely for experienced sales staff. There is absolutely no rhyme or reason to data pricing, and no matter what you do you will invariably price out specific market segments while underpricing for other market segments. And as the article mentioned, there are a lot of potential licensing and usage covenants involved in data sales, which are all possible factors in pricing. Without a good sales team to do client and market discovery, it's really hard to understand what to settle on for norms as far as both pricing and licensing go.
On the flip side of that: if you're ever purchasing data at any amount of volume, ignore listed pricing. It's absolutely fungible, and well worth the tedious dance of traditional sales. In addition to better financial terms, you can usually get adjustments to the licensing and usage covenants to better accommodate your use case. Doubly so if your use case is nonstandard for that vendor - plenty of data-oriented services are tailored for specific industries and uses, and their pricing sheets and tiers are designed around the use cases and marginal value of the data within that industry. When sourcing data, I could get pretty incredibly deals from these companies, as their sales teams basically used the transaction as a form of market discovery and saw the relationship as a way to feel out a particular market segment they hadn't been going after previously.