In an era of rapid technological advancements and constant innovation, businesses must continually adapt their processes to maintain efficiency and competitive advantage. Business Intelligence and Analytics (BI&A) have become critical tools in this adaptation, aiding organizations in refining decision-making processes and extracting actionable insights. Within this context, data storytelling emerges as an important factor, necessitating a thorough conceptualization to enhance its application. This paper reviews the current state of data storytelling within BI&A, exploring its multifaceted nature to propose a framework and future areas for research that incorporate data-centric and user-centric elements. By enhancing the definition and application of data storytelling, it aims to support organizations in their data-driven decision-making processes.