“…Through the successful use of Business Intelligence and Analytics (BI&A), organisations can harvest and extract greater value from their data assets, thus more likely able to outperform their competitors (LaValle, Lesser, Shockley, Hopkins & Kruschwitz, 2011;Sidorova & Torres, 2015). Analysis of data through the use of BI&A tools and techniques allows organisations to gain insights into key areas to drive effective decision making (Chaudhuri, Dayal & Narasayya, 2011;Rouhani, Ashrafi, Zare & Afshari, 2016;Shollo & Galliers, 2015). LaValle et al (2011) concluded that higher performing organisations are twice as likely to use analytics whether it be for growth, efficiency or competitive advantage purposes.…”