Question: Read the case, Alfaro, et al . , BBVA s Data Monetization Journey, MIS Quarterly Executive ( 1 8 : 2 ) , pp .

Read the case, Alfaro, et al.,BBVAs Data Monetization Journey, MIS Quarterly Executive (18:2), pp.117-128, June 2019 and answer the following question:
How did BBVA use data analytic capabilities? Why is their approach to data analytics innovative differentiating BBVA from other competitors?

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