Making sense of business analytics in project selection and prioritisation: insights from the start-up trenches

Purpose The study aims to provide insights in the sensemaking process and use of business analytics (BA) for project selection prioritisation start-up settings. A major focus is on various ways start-ups can understand their data through analytical sensemaking. Design/methodology/approach This a comparative case two that BA projects. authors follow an interpretive approach draw from constructivist grounded theory method (GTM) purpose analysis, whereby functions as sensitising device supports interpretation data. Findings key findings lie within scope prioritisation, where implicitly influenced by each start-up's strategy model. helps notice changes internal external environment attention more critical questions along lines processes, operations However, alone cannot support decision-making around less structured problems such intuitive judgement personal opinion are still heavily used. Originality/value extends research applied organisations tools development. Specifically, literature management multiple perspectives. perspectives include but not limited assessment prioritisation. view path insight value, process, become part roadmap navigate process.