“…The information systems literature broadly conceptualizes BDPA as organizational capability (Srinivasan and Swink, ), to process large volumes and varieties of data with the velocity required to gain relevant insights, thereby enabling organizations to gain competitive advantage (Akter et al ., ; Fosso Wamba et al ., ; Gupta and George, ; Pauleen and Wang, ; Srinivasan and Swink, ). The term ‘big data’ is often used to describe massive, complex and real‐time data that requires sophisticated management, analytical and processing techniques to extract management insights (Gupta and George, ; Jin et al ., ; Khan and Vorley, ; Sumbal, Tsui and See‐To, ; Wang and Zhang, ; Wang et al ., ). The predictive analytics statistical models try to predict future behaviour based on the assumption that what has happened in the past will continue to happen in the future.…”