With the emergence of the big data phenomena, the business intelligence maturity approach tends to be limiting and lacks the capability to capture and engage with the relevant variables and develop into a theoretical framework to explain the big data economy. The concept of data competencies proposed by Chartered Global Management Accountants (CGMA) was found to be a more comprehensive alternative framework to explore the phenomena. The four types of data competencies, namely, data culture, data management, data analytics and value creation were used to construct the conceptual framework to understand and explain the big data initiative implementation process. Data management was conceptualized as the independent variable, data culture – the moderating variable, data analytics – the mediator, and value creation – the dependent variable. It was found that data culture tends to moderate the data management-data analytics relationship. In addition, data analytics appears to partially mediate the impact of data management on value creation. The implications of these findings provide insights on the best approach to understand and extract the potential benefits of the big data economy.

Keywords: Business Intelligence, Data Competencies, Big Data, Value Creation

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