‘Big time’: An examination of temporal complexity and business value in analytics

Time is central to the purported business value of analytics. Yet, research has adopted a simplistic, ‘clock’ interpretation of time, ignoring its complex and socially embedded nature. There is also an overemphasis on analytics software and not on the people using them. Although analytics may be ‘fast’ to realise business value, it must cater to temporal complexities of organisations and people using it. Drawing on the temporality theory, this study develops temporal factors to examine the value of analytics. We also develop a research agenda that identifies opportunities to examine time, temporal personalities and other factors when people use analytics in the organisation.