Business Analytics Maturity Model : An adaptation to the e-commerce industry.

Sammanfattning: Maturity models have become a widely used framework for assessing various capabilities and technologies among businesses. This thesis develops a maturity model for assessing Business Analytics (BA) in Swedish e-commerce firms. Business Analytics has become an increasingly important part of modern businesses, and firms are continuously looking for new ways to perform analysis of the data available to them. The prominent previous maturity models within BA have mainly been developed by IT-consultancy firms with the underlying intent of selling their IT services. Consequently, these models have a primary focus on the technical factors towards Business Analytics maturity, partly neglecting the importance of organisational factors. This thesis develops a Business Analytic Maturity Model (BAMM) which fills an identified research gap of academic maturity models with emphasis on the organisational factors of BA maturity. Using a qualitative research design, the BAMM is adapted to the Swedish e-commerce industry through two sequential evaluation stages. The study finds that organisational factors have a greater impact on BA maturity than previous research suggests. The BAMM and the study's results contribute with knowledge of Business Analytics, as well as providing e-commerce firms with insights into how to leverage their data.