Paper Type

ERF

Abstract

Despite huge investments in Big Data Analytics (BDA) projects, the success rate of these projects and the strategic value created from them are still unclear. One of the most important objectives of using BDA is to improve the decision-making process. However, data insights will be useless for decision-making unless they lead to dialogues that drives action. Compelling communication using data-driven storytelling is required to ensure that critical insights are conveyed to the audience in a way that maximizes the likelihood of taking action. Building on the process view of BDA, the main contribution of this study is to investigate the role of analytical storytelling in moderating the link between insights and action, which depends on BDA task complexity and audiences’ levels of BDA literacy.

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Aug 10th, 12:00 AM

Bridging the Gap between Insights and Action: the Role of Analytical Storytelling

Despite huge investments in Big Data Analytics (BDA) projects, the success rate of these projects and the strategic value created from them are still unclear. One of the most important objectives of using BDA is to improve the decision-making process. However, data insights will be useless for decision-making unless they lead to dialogues that drives action. Compelling communication using data-driven storytelling is required to ensure that critical insights are conveyed to the audience in a way that maximizes the likelihood of taking action. Building on the process view of BDA, the main contribution of this study is to investigate the role of analytical storytelling in moderating the link between insights and action, which depends on BDA task complexity and audiences’ levels of BDA literacy.

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