“…Huge volume of valuable data is generated every year within supply chains pushing involved firms to apply BDA "in their supply chain to reduce cycle time, react faster to changes, optimize performance and gain insight into the future" (Feki, 2019). Indeed, "organizations are immersed with data related to their SCM activities" (Alaskar et al, 2020). These data are collected from different sources, such as Web clicks, RFID, tags, sensors, loyalty cards, and barcodes (Al-Qirim et al, 2017;Zhong et al, 2016).…”