Unpacking data analytics: rhetorical analysis

Abstract

This study delves into the idea of data analytics and investigates the rhetoric through which its qualities are rendered accessible to people. It poses the following research question: How is data analytics and its relationship to organisations made attractive through rhetorical strategies? The analysis is based on 16 articles on data analytics published in the Harvard Business Review (HBR) from 2006 to 2020. Due to the analysis, two rhetorical strategies were identified: creativity and delegation. The findings suggested that contradictions prevail in the idea of data analytics. The creativity strategy underscores the illumination of possibilities in the application of data analytics, whereas the delegation strategy increasingly emphasises the need for organisational change, including the redistribution of work. In this study, we suggest that while data analytics can bring about various benefits, it can also create new uncertainties in an organisation. The contradictory features of data analytics may easily go unrecognised by practitioners.