However, data on its own is not a source of competitive advantage since all firms can collect hordes of data from a variety of sources. Rather, data must be purposely analyzed, and activated. Nonetheless, firms face a host of issues-organizational, financial, physical, and human resources-in their attemps to create a competitive capability from the use of data (Gupta & George, 2016; Ghasemaghaei, 2018), and may easily fail to exploit the benefits of data analytics (Erevelles et al., 2016). Despite DDBM and data monetization being of high interest to companies (Moro Visconti et al., 2017) and the recent increase of scholarly studies in this domain (Amado et al., 2018; Fiorini et al., 2018), research conducted involving factors that characterize data-based value creation and its role in companies' business