“…However, unlike capital, big data has no value without the tools by which deeper insights can be extracted from it (Chen et al, 2012;Waller and Fawcett, 2013;Gandomi and Haider, 2015;Aydiner et al, 2019). The best-informed managers with the greatest understanding of their data (Hazen et al, 2014;Hazen et al 2017;Verma and Bhattacharyya, 2017;Cao and Duan, 2017;Kache and Seuring, 2017) can use it to create benchmarks for their organisation (Merendino et al, 2018;Mikalef et al, 2019a;Chehbi-Gamoura et al 2019). Big data and predictive analytics helps organisations reduce costs (Choi et al 2018;Aydiner et al, 2019;Dubey et al, 2019), make products faster (Giannakis and Louis, 2016;Dubey et al, 2018), and create new products or services to meet customers' changing needs (George et al, 2014;Opresnik and Taisch, 2015;Choi et al 2018;Ghasemaghaei and Calic, 2019).…”