I. Introduction
The amount of data that is created in an industrial context is rapidly increasing. Structured data, such as physical states of machinery, as well as unstructured data, like information on human interactions, captured by organizations produces an overwhelming flow of data nowadays [1]. While academic literature agrees on its inherent potential value, the available data, referred to herein as big data, provides an opportunity for companies and their offerings in terms of strategic business differentiation. In this context, the combined use of big data and analytics seems promising [2]. Hence, the goal of reaping competitive advantages based on a utilization big data drives researchers and practitioners to transform existing businesses incorporating data [3].