“…Just like in Poker, organizations, in the era of Big Data, need to deal with a lot of information and take value from it (Côrte-Real et al, 2016;Oliveira & Handfield, 2019). Therefore, the results of the article show the role of analytical tools and decision-making based on facts and data, both in the preparation for a situation and in the decision-making itself, ensuring greater visibility for decision-making (Acito & Khatri, 2014;Alvarenga et al, 2018;Côrte-Real et al, 2016;Oliveira & Handfield, 2019). Analytically oriented organizations, for example, are better prepared to identify changes in consumer behavior, anticipate the development of new products and absorb and interpret greater amounts of information from the environment (Davenport, 2013;Teo et al, 2016).…”