Abstract
The main premise of self-service business analytics (SSBA) is to make business users autonomous during data analytics. Driven by this potential, organisations are spending resources to design SSBAs to empower business employees and decentralize the analytics capabilities. Yet, little is known about how SSBA is facilitating business employees’ independence, and moreover, the value that is co-created. Based on empirical data from a major Norwegian online marketplace and drawing on service-dominant logic as an analytical framework, we identify three main modes of data engagement in SSBA: no dependency, high dependency, and low dependency. Furthermore, we identify the required business users’ resources in the analytical processes in each mode and discuss the organisational implications of these findings.
Recommended Citation
Bani Hani, Imad; Tona, Olgerta; and Carlsson, Sven, "Modes of Engagement in Self- Service Business Analytics: a Service Dominant Logic Perspective" (2019). AMCIS 2019 Proceedings. 18.
https://aisel.aisnet.org/amcis2019/data_science_analytics_for_decision_support/data_science_analytics_for_decision_support/18
Modes of Engagement in Self- Service Business Analytics: a Service Dominant Logic Perspective
The main premise of self-service business analytics (SSBA) is to make business users autonomous during data analytics. Driven by this potential, organisations are spending resources to design SSBAs to empower business employees and decentralize the analytics capabilities. Yet, little is known about how SSBA is facilitating business employees’ independence, and moreover, the value that is co-created. Based on empirical data from a major Norwegian online marketplace and drawing on service-dominant logic as an analytical framework, we identify three main modes of data engagement in SSBA: no dependency, high dependency, and low dependency. Furthermore, we identify the required business users’ resources in the analytical processes in each mode and discuss the organisational implications of these findings.