GENERATING VALUE WITH BIG DATA AND THE INFLUENCE OF DATA CULTURE ON DECISION-MAKING IN LARGE COMPANIES

This research investigated how organizations address the challenge of generating value from the complexity of big data and analyzed whether companies with a consolidated data culture demonstrate greater efficiency in decision-making processes. To achieve these objectives, a 8-item questionnaire was applied to 60 companies selected based on their data structuring models, divided into two groups: Data-Advanced Organizations (OAD), which adopt data-driven practices, and Data-Beginner Organizations (OID), which have not yet implemented such practices. The analysis utilized graphical representations to identify challenges, benefits, and perceptions regarding data governance and strategy. Statistical proportionality tests, such as Chi-square and Fisher’s exact test, validated whether OADs rely more on data in decision-making processes and whether their ability to generate value is associated with their technical and analytical maturity. The results indicate that establishing a data culture is essential for achieving more efficient decisions and greater value generation from big data. However, the research presented limitations, such as a small sample size and the lack of financial metrics. Future studies are recommended to expand sample diversity, include indicators such as ROI and revenue, and explore differences between operational and strategic decision-making processes.