Data-Driven Culture Maturity Assessment: In Which Aspects Does The Use Of Data Technologies Impact Companies In The Current Brazilian Scenario

Well-structured and available data is one of the most valuable goods for companies. This study aims to understand and evaluate the reality of the Brazilian Market in the Data-Driven Culture scenario in terms of the most evident current data trends, such as Business Intelligence, Big Data, Cloud Computing, and Machine Learning. The proposed methodology is based on a questionnaire regarding data-driven culture adherence to strategic decisions, data tools, and governance and control. The two-stage analysis aims to extract the reality and how the use of data technologies may be able to differentiate them competitively. As a result, it is possible to deduce that the sample of the Brazilian Market shows high similarities of Maturity-Digital with an average to a high score for all the analyzed individual aspects and contains the statistical approach showed that for the sample that the Digital Maturity is strongly associated with the financial results and Internal Approval of Employees. On the other hand, the results were not conclusive for Brand Recognition and Customer Approval and were weakly associated with Operational Efficiency