Abstract:
Big data and the use of big data analytics is being adopted more frequently, especially in large organisations that have the resources to deploy it. Big data analytics is allowing businesses to optimise operations and gain deeper insights into their customers needs and behaviours. There is, however, almost no published research into how big data analytics is being used by SMMEs and how they are doing this despite having constrained resources.
The objective of this research was to explore the factors that contribute to the adoption of big data analytics in SMMEs. Nine qualitative, semi-structured interviews using the long interview method were conducted with respondents who worked in senior management positions in SMMEs that were using some form of big data analytics. Eight of these respondents were at EXCO level, seven had some level of business ownership and five were the Managing Directors of the organisation.
The study found the use of evidence in decision-making and entrepreneurial orientation to be present. These organisations are both proactive and innovative, and limit their risk by the use of experimentation. This provides insights into how these companies develop novel business models through the use of cloud services and by providing the ability to digest and analyse data on their client s behalf. A framework is proposed and adapted. Suggestions for future research and limitations of the study are presented.
