This report provides a detailed analysis of Afterpay's business model canvas, examining its nine key building blocks: key partners, key activities, key resources, value propositions, customer relationships, customer segments, channels, cost structure, and revenue streams. The analysis focuses on Afterpay, a digital payment service provider, and proposes the integration of Big Data Analytics to enhance its value proposition by improving credit assessment and payment processes. The report explores Afterpay's market segments, channels, and customer relationships, highlighting how data analysis can strengthen these areas. Key activities, such as team development and data analysis, are discussed, along with Afterpay's resources and partners. The report also outlines revenue streams, costs associated with implementing Big Data Analytics, and references supporting the analysis. The analysis highlights how Afterpay utilizes these elements to offer a 'buy now, pay later' service, aiming for financial innovation through data-driven insights to improve customer service and financial credibility.