How Do Different Types of BA Users Contribute to Business Value

To explain how different types of business analytics (BA) users contribute to business value, we propose a new variance model called organizational benefits from business analytics use (OBBAU). The model captures three key mechanisms through which two distinct types of BA users drive organizational benefits: 1) data scientists providing advisory services, 2) end users using BA tools, and 3) both data scientists and end users creating and enhancing BA tools. To build the OBBAU, we thoroughly reviewed the BA and IS literatures and interviewed 15 BA experts.