Making sense of business analytics : the case of two start-ups

Business analytics have enabled businesses to leverage unstructured and dispersed data in order to improve their operations and position themselves better within a highly turbulent environment. While much discussion has been focused on how businesses can move from data to insights to decision making, much less is known around how businesses actually interpret the insights provided by business analytics tools. This extended abstract proposes the use of sense-making as the theoretical lens for interpreting these insights, combined with contextual information. We will be using two case studies to further explore the applicability of our proposition.