Value is the main interest in big data. Extraction of value from big data transcends both analytics and technologies. Value is highly dependent on the “context” in which data is analyzed and used. The Big Data Framework for Agile Business (BDFAB) is my comprehensive approach to big data adoption, which includes (among others) a module on business process modeling (BPM) and business analysis (BA). This module considers modeling and optimization of business processes as highly relevant and crucial in deriving value from big data.