Despite extensive research on organizational factors and performance in big data analytics (BDA), the number of failed BDA projects continues to rise. Information quality is often cited as a key factor in project success. This study uses the resource-based view (RBV) and the balanced scorecard (BSC) framework to analyze BDA organizational factors. Two studies based on marketing and information technology managerial data highlight the importance of analytical talent, data plan alignment, and hybrid analyst placements for improving information quality and project performance. The findings contribute to a better understanding of resources and capabilities within a data strategy.

Image courtesy of interviewee. December 14, 2023