The adoption of data analytics brings vast benefits to SMEs but many face structural constraints that impede them to fully embrace data-driven decision making. This research uses interviews with business analytics managers, conducted through various forums, to capture data-driven maturity of Portuguese SMEs and the challenges faced by companies seeking to become more data and information-driven to create business value. The emerging idea is that the change requires a holistic approach that integrates cultural, strategic, and technological dimensions supported by continuous learning and external collaboration. Key changes that could accelerate transition include shift towards a data culture mindset in which data analytics supports business strategy and objectives, and investing in data literacy across organisational levels, so employees and managers understand data potential and improve data analytics skills.

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