Abstract
This paper reports on a three-stage research design pursued to uncover the shared understanding of practices linked to the execution of a Data & Analytics (D&A) strategy, within the HEINEKEN AME (Africa and Middle East) region. This research uses the Data Value Map (DVM) to present a visualised representation of the “experiential stories” of ten key informants. These key informants represent a snapshot of the important roles constituting the D&A team within the HEINEKEN AME region. The DVM analysis reveals eight ‘black boxes’ that represent the most frequently occurring topics of conversation across the ten key informant interviews. A reflection (by the Head of Data & Analytics for the AME region) on the impact of these ‘black boxes’ on the execution of the D&A strategy is also presented. The paper concludes with a sense of the practical implications linked to this applied research approach.
Recommended Citation
O'Driscoll, Kieran; Sammon, David; and Nagle, Tadhg, "Unpacking the ‘Black Boxes’ of Analytics: A Data Value Map Analysis" (2024). UK Academy for Information Systems Conference Proceedings 2024. 15.
https://aisel.aisnet.org/ukais2024/15