The use of data analysis and Big Data has become increasingly important and is even a necessity for the competitiveness of modern organizations. The explanation for this trend is that the digitalization of society puts an enormous pressure on organizations to also evolve digitally. Previous research has tackled the problem surrounding an abundance of data without the knowledge of what to do with it, a situation which many organizations find themselves in. We have conducted a case study on a Swedish manufacturer and supplier in the food & beverage industry, that aims to develop their data analysis to produce better offers and campaigns for their customers. The purpose of this paper is to examine what challenges an organization faces in the early stages of implementing data analysis in their work processes. To give us background and context, we have applied some of the perspectives of Bernard Marr’s SMART Strategy along with two other models to better understand the situation the organization is in. There is no cure-all or universal strategy or guideline to be followed for organizations wanting to implement data analysis. Our findings indicate that there are different methods and strategies for this out there, and by taking heed to macro-organizational aspects such as culture, leadership and attitudes towards data-driven work, as well as clarifying the exact purpose of collecting specific data metrics, the chances of success increases.

The objective of this study is to explore how data-driven value can be created for online magazines through big data analytics for customer experience management. Big data analytics can help online magazines to gain insights into customer behavior, preferences, and needs, which can be used to create a better customer experience and provide assistance in the process of decision making. This study willuse a mixed-method approach to collect and analyze data. The study started with aliterature review to identify the key concepts related to data-driven value creation,big data analytics, and customer experience management. The study then performed interviews and web analytics of provided data from the examined organization. The data has been analyzed through a thematic analysis of two interviews with the editor-in-chief of the magazine as well as an expert on dataanalytics. Data collected by the examined organization was analyzed but required further expertise in order to enlighten its value. The study has provided insights for how online magazines and similar organizations to the one studied can leverage bigdata analytics to create value for their customers, and to provide better insight into the preferences of their customers as well as to assist decision making.