As data has become more readily available, the use of information systems has increased dramatically to gain valuable insights linked to the organization's decision-making processes. The process of converting data into meaningful information is now called Big Data Analytics (BDA), which makes it possible to create data transparency, improve human decision-making and gain increased insight into the market, customers, and competitors. Companies are increasingly striving to deliver value through the BDA, including people, processes, and technologies that manage data into insights that lead to better business decisions and actions. Despite these promises about BDA, there is currently a gap between its potential and itsrealization. A significant challenge in BDA is that data cannot translate into real business value due to a lack of knowledge where the results clearly show a lack of competence in theemployeesIt contributes to organizationsnot being able to harness the power of the BDA.for how data should convert from raw data to insights.

Thus to gain a deeper understanding of the phenomenon of BDA, this thesis aims to understand how data can transform into actionable knowledge. First, based on a qualitative approach, a cloud-based case company is select, where four persons participated in a semi- structured interview from different roles. Then, a thematic analysis was designed based on the empirical data from the interviews that identified four themes. From there, these themes were analyzed against the background of the research question within a selected literature review of the concept Big Data (BD), BDA, and Data Information Knowledge and Wisdom (DIKW) pyramid. The DIKW–pyramid is a well-known knowledge model in IS literature to transform information into an increased realization and understanding.

Finally, the results of the dissertation contribute to expanding the current research area to take new measures in BDA. This is based on the that the participants show that data can influence the company’s decisions and BDA is a powerful concept to use more of, both in terms of gain valuable insights and form the basis for decision-makers to move towards a more data- driven organization. New proposals are presented, and the results can be an essential and exciting insight into IS research. From a practical perspective, the dissertation intends to highlight four critical interests for the data-driven organization to utilize data power.