Digitization and the related datafication produce huge amounts of data. Organizations have started to exploit these new data in order to gain benefits. Exploring this ‘big data jungle’ is a new area for both scholars and practitioners, and the experiences of early adopters are valuable. This paper analyses big data use cases described in the academic literature by using computerized content analysis methods. Based on the analysis results, we have conceptualized themes and guidelines of big data in the context of an organization, thus contributing to the emerging research of big data. In addition to the realized benefits, the case studies reveal issues regarding technology, skills, organizational culture and decision‐making processes. The paper also points out several new research avenues, acts as a reference collection to big data case studies found in academic sources, and bridges theory and practice by pointing out several topics that practitioners should consider. Copyright © 2016 John Wiley & Sons, Ltd.