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Background: In the past decades, big data (BD) has become a buzzword which is associated with the opportunities of gaining competitive advantage and enhanced business performance. However, data in a vacuum is not valuable, but its value can be harnessed when used to drive decision-making. Consequently, big data analytics (BDA) is required to generate insights from BD. Nevertheless, many companies are struggling in adopting BDA and creating value. Namely, organizations need to deal with the hard work necessary to benefit from the analytics initiatives. Therefore, businesses need to understand how they can effectively manage the adoption of BDA to reach decision-making quality. The study answers the following research questions: What factors could influence the adoption of BDA in decision-making? How can the adoption of BDA affect the quality of decision-making? Purpose: The purpose of this study is to explore the opportunities and challenges of adopting big data analytics in organizational decision-making. Method: Data is collected through interviews based on a theoretical framework. The empirical findings are deductively and inductively analysed to answer the research questions. Conclusion: To harness value from BDA, companies need to deal with several challenges and develop capabilities, leading to decision-maker quality. The major challenges of BDA adoption are talent management, leadership focus, organizational culture, technology management, regulation compliance and strategy alignment. Companies should aim to develop capabilities regarding: knowledge exchange, collaboration, process integration, routinization, flexible infrastructure, big data source quality and decision maker quality. Potential opportunities generated from the adoption of BDA, leading to improved decision-making quality, are: automated decision-making, predictive analytics and more confident decision makers.

Customer insight is at the heart of the big data era. This revolution makesit possible to directly obtain high potential data and in large quantitiesabout customers. Thus we take note that, more than ever, a large volumeof big data is collected by companies.We observe that big data have become a necessary tool within marketing.More and more companies orient their decisions according to theinformations provided by data, with the aim of quickly having betterresults.Nevertheless, in order to integrate these big data in a better way and gaina competitive advantage, companies must face new challenges. Tomeasure and understand the impact of big data in marketing decisions,we propose, with the support of our scientific and theoretical resources, areasoning, demonstrating all the issues. Big data is increasinglyubiquitous and necessary for companies (I). Their impact in decisionsneeds to be taken into account (II) and their use is leading to amanagement revolution (III). Moreover, it modifies the close relationbetween decision and intuition. (IV). In this article, we present aperspective that study all these concepts. We close by offering a modeland a conclusion answering our problematic.

Au XIXe siècle, l’obligation de motivation du juge, conquête lente et difficile de par son lien fort avec l’autorité de la justice, est présentée comme « une des conquêtes les plus heureuses dans l’administration de la justice ». Instaurée à l’époque révolutionnaire pour lutter contre l’arbitraire, quatre mots satisfont à l’énoncer « il doit être motivé ». Entendue comme la simple justification des mobiles du juge, elle s’appréhende selon une pure logique déductive. Or, divers chamboulements au sein de notre société révèlent les multiples facettes de ce principe. L’influence de la Cour européenne fait sortir la motivation de son carcan procédural où, la simple justification se mue en explication persuasive, pour devenir un acte fort de rhétorique. Parallèlement, la loi perd de sa sacralité. Sa complexité croissante démontre ses limites à une époque où notre société en mutation revendique une justice davantage démocratique. La motivation devient ainsi une condition de légitimité des décisions de justice et un gage de légitimation du juge. Étudiée en matière pénale, elle s’avère particulièrement propice de par son rôle particulier au sein de notre société, invitant notre justice contemporaine à considérer à l’inverse, la nature subjective, relative des émotions. Simple obligation processuelle rattachée aux droits de la défense, la demande de connaissance démontre l’émergence d’une obligation autonome qui, tiraillée entre technique rédactionnelle et outil politico-social, pousse notre réflexion sur la place de la justice pénale. Apparaissant en crise, ce principe, loin de s’amenuiser, ne s’avère être que le miroir d’une justice pénale nécessitant d’être redéfinie. / In the nineteenth century, the obligation to state reasons of the judge, slow and difficult conquest due to its strong link with the authority of justice, was presented as "one of the happiest conquests in the administration of justice". Introducing the revolutionary era to fight against the arbitrary, meet four words to state "it must be motivated." Understood as the simple proof of the judge’s mobile, she apréhende as a pure deductive logic. However, various upheavals in our society reveal the many facets of this principle. The influence of the European Court brings out the motivation of its procedural straitjacket where the simple justification turns into persuasive explanation, to become a strong act of speech. Parallèment, the law loses its sacredness. The increasing complexity seems to show its limits, at a time when our changing society claims a more democratic justice. Motivation becomes a condition of legitimacy of judicial decisions and judge the legitimacy of quality. Studied in criminal matters, it is particularly suitable because of its particular role within our society, inviting our contemporary Justice to consider on the contrary, the subjective nature on emotions. Simple procedural obligation attached to the defense of rights, the application for knowledge demonstrates the emergence of an autonomous obligation, editorial torn between technical and political-social tool, pushing our reflection on the role of criminal justice. Appearing in crisis, this principle far from dwindling, turns out to be not the mirror of criminal justice need to be redefined.