Maturidade analítica de dados: um estudo das percepções dos executivos de tecnologia da informação de empresas cearenses

Abstract

The growing volume of data in the contemporary business scenario is crucial to business success, especially in a globalized and competitive environment. In this context, organizations seek to improve their position in the market through the strategic use of data, recognizing them as key assets. The emergence of disciplines such as data analytics is a response to the need to effectively extract knowledge from this vast volume of information. It is worth highlighting that the maturity of data analytics is essential to reap substantial benefits. The desire of organizations to become data-focused, together with the challenges and obstacles that arise, reinforces the central question of this research, which investigates the maturity of data analytics in companies based in the state of Ceará. The central objective is to analyze the maturity of data analytics in companies, given the growing importance of data analysis in organizational decision-making. The study adopts a contextualized approach, recognizing the practical relevance of transforming data into information and its influence on market trends, industrial practices and competitive strategies. To achieve this objective, primary data was collected through a questionnaire with 100 participants and interviews were conducted with 19 respondents, both Information Technology (IT) executives from various organizations in the state of Ceará, covering both public sector entities and small businesses, medium and large companies in the private sector. The study focuses on data analytics maturity in companies located in the state of Ceará, the data analytics measurement model used was from TDWI – The Data Wharehouse Institute and the main findings reveal that through the eyes of ICT executives of companies in Ceará, organizations are at different stages of incorporating data analytics into their decision-making processes. It was found that, while some organizations are still in the initial phase of structuring their data for simple analyses, others are already venturing into more complex and predictive analyses, which indicates a notable advance towards analytical maturity. The main challenges are associated with the integration of legacy systems, the shortage of analytical talent and data governance issues, as well as resistance to change and adaptation to the data-driven culture. On the other hand, the main benefits include more informed and well-founded decision-making, process optimization, and better identification of market opportunities. Thus, the general objective of the research, which is to investigate the maturity of data analytics in companies in the state of Ceará, was achieved, reaching the conclusion that the majority of companies are in the Established stage, according to the TDWI model.