CONSEQUENTIAL FACTORS OF BIG DATA’S ANALYTICS CAPABILITY FOR DIGITAL TRANSFORMATION

Resumo

The article aims to discover, by identifying the main models of its use - descriptive, diagnostic, predictive and prescriptive - the consequent factors of Big Data’s Analytics Capability in companies that seek Digital Transformation. The research had a quantitative approach, using a survey of data from companies located in the state of São Paulo - Brazil. Structural Equation Modeling was used to validate the model. As a result, all hypotheses with direct and indirect relationships were accepted. Satisfaction was the construct that had the most explanatory power in the model. This study revealed that the transformation digital that occurred in companies is not limited to the area of technologies and systems, but also in the way professionals are being inserted in this context. It is necessary to invest more in analytical tools, as well as people trained in analysis of these models, in addition to a change of mindset, which will dictate the bias of the company’s strategic decision making. It will also be necessary to invest in professional training, so that those involved can better handle Big Data tools to increase their influence in the organizational decision-making process.