Contemporary Themes: During 2015–2023, the dominant research direction centered on integrating big data analytics with business strategy to drive firm performance, with governance, routines, and capability development identified as the core enablers. A parallel stream foregrounded dynamic capabilities and resource-based views to explain how analytics maturity fuels innovation and value creation, with environmental context shaping the outcomes. A third line advanced frameworks and measurement approaches that translate analytics into strategic value and ROI, including applications in marketing and supply chain contexts to support cross-functional decision making.