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The digital transformation is forcing organizations to change towards more data-driven business models. In this paper, we propose a conceptual framework that explains the role of innovation capabilities as a mediator between big data and business model. Using the design science research method approach, we built the framework based on the existing literature. We then applied the framework to the real-world context with three firms and refined it based on the feedback. This study contributes to big data research by pointing out the role of human and data-driven innovation capabilities in the big data value creation process. The developed framework is practitioner oriented, offering a systematic approach towards the development of big data capabilities.