This article reports on the preliminary findings of research in progress. In one of the first empirical studies in the information systems and organisations literature, we investigate the role of wisdom as a decision-making capacity in the use of analytics. To address the research question of how decision-makers can use analytics to make wise decisions, we interviewed six decision-makers and four data analytics in a diverse range of industries. Based on the findings, we introduce a process model of wise data-driven decision-making (WD3M). This study offers significant theoretical and practical implications as it extends our understanding of how wisdom can be defined and used in the analytics context. For practitioners, this study offers important guidelines as to how to make wise and more effective data-driven decisions.