This is a working paper by Mohamed Zaki and Andy Neely. This paper reports a study which provides a series of implications that may be particularly helpful to companies considering ‘big data’ for their businesses. Considerable research effort has been expended on understanding how firms create and capture value from analytics in single organisations, focusing only on technical issues. Therefore, this paper proposes a diagnostic framework for optimising and improving complex services in organisations. The framework addresses key factors such as enablers, contextual barriers beyond the technical issues, value and benefits, and key dimensions of data necessary to optimise the delivery of their complex services. More specifically, the study focuses on understanding how asset heavy firms can make better use of data to optimise repair service delivery by using proactive condition monitoring services.