Purpose This article aims to examine the factors that influence how managers approach data analytics. Design/methodology/approach The authors draw on content analysis of 34 in-depth interviews with managers in various sectors in France. Findings Using Resource Orchestration Theory as the theoretical lens, the findings show that an understanding of the importance of data analytics, having the skills to effectively use data analytics and the capability to integrate data analytics throughout organizations impact the approach adopted by managers. Based on these interrelated factors, a typology of four different approaches is identified: buyer-users, segmenters, promoters and implementers. Research limitations/implications The authors' study reflects results from multiple industries instead of one particular sector. Delving deeper into the practices of distinct sectors with respect to the authors' typology would be of interest. Practical implications The study points to the role of managers and more specifically managers' perception of the opportunities and challenges related to data analytics. These perceptions emerge in managers' skills and capacity to understand and integrate dimensions of data analytics that go beyond one's areas of expertise in order to create capabilities towards an organization's advantage. Originality/value The authors contribute by revealing three interrelated factors influencing how managers approach data analytics in managers' organizations. The authors address the need expressed by practitioners to better identify factors responsible for adoption and effective use of data analytics.< Réduire