Background: Big data analytics has been referred to as a hype the past decade, making manyorganizations adopt data-driven processes to stay competitive in their industries. Many of theorganizations adopting big data analytics use agile methodologies where the most importantoutcome is to maximize business value. Multiple scholars argue that big data analytics lead toincreased business value, however, there is a theoretical gap within the literature about how agileorganizations can capture this business value in a practically relevant way.

Purpose: Building on a combined definition that capturing business value means being able todefine-, communicate- and measure it, the purpose of this thesis is to explore how agileorganizations capture business value from big data analytics, as well as find out what aspects ofvalue are relevant when defining it.

Method: This study follows an abductive research approach by having a foundation in theorythrough the use of a qualitative research design. A single case study of Nike Inc. was conducted togenerate the primary data for this thesis where nine participants from different domains within theorganization were interviewed and the results were analysed with a thematic content analysis.

Findings: The findings indicate that, in order for agile organizations to capture business valuegenerated from big data analytics, they need to (1) define the value through a synthezised valuemap, (2) establish a common language with the help of a business translator and agile methods,and (3), measure the business value before-, during- and after the development by usingindividually idenified KPIs derived from the business value definition.