“…Taking the example of customer and non‐customer needs, identifications literature has documented that strong BDACs can allow companies to understand the behaviours, interactions, experiences and emerging patterns that consumers have with their products or services (Kwon, Lee and Shin, ), monitor in real time their sentiment and affect about the firm itself or specific products, services or marketing campaigns (Jang et al ., ), develop a more fine‐grained understanding of who their customers are and what they need (Fan, Lau and Zhao, ) and even help create personalized products and services (Sagiroglu and Sinanc, ). Similar cases are noted in improving operations and business processes, where strong BDACs can be leveraged to identify bottlenecks in supply chains (G. Wang et al ., ), predict maintenance times for equipment with much greater accuracy (J. Lee et al ., ) and forecast demand and sales to allow better inventory management and production planning (Lim, Alpan and Penz, ).…”