A new perspective of BDA and information quality from final users of information: A multiple study approach

Although organizational factors related to big data analytics (BDA) and its performance have been studied extensively, the number of failed BDA projects continues to rise. The quality of BDA information is a commonly cited factor in explanations for such failures and could prove key to improving project performance. Using the resource-based view (RBV) lens, data analytics literature, business strategy control, and an empirical setup of two studies based on marketing and information technology managerial data, we draw on the dimensions of the balanced scorecard (BSC) as an integrating framework of BDA organizational factors. Specifically, we tested a model –from two different perspectives– that would explain information quality through analytical talent and organizations' data plan alignment. Results showed that both managers have a different understanding of what information quality is. The characteristics that make marketing a better informer of information quality are identified. In addition, hybrid (embedded) type analyst placements are seen to achieve better performance. Moreover, we add greater theoretical rigour by incorporating the moderating effect of the use of big data analytics in companies. Finally, the BSC provided a greater causal understanding of the resources and capabilities within a data strategy.