Evidence
Do data-driven companies perform better?
Yes, there is an advantage — but it shows up when data changes decisions, not when a company buys tools. What 15 years of studies and the 2026 surveys say.
Independent digital magazine · November 2026 issue
Reality sends signals.
We investigate the stories behind them. Data, people, business, technology, literature and uncomfortable questions — without turning life into a math class.
Manifesto film
Some ideas need to be seen.
Our manifesto film starts from watching everyday life and a simple question: how many signals pass right in front of us without being noticed?
An audiovisual story that introduces the spirit of Data-Driven Culture: before technology come people, thinking and the real world.
The idea behind the manifesto
Chronicles
Open the notebookChronicle 002 of 365
The clock was wrong
The story of Seu Osvaldo, who was never late.
Chronicle 001 of 365
The sale that never happened
Seu Álvaro knows exactly what doesn’t sell. His customers disagree.
Crônica · PT
Eu Odeio Aqueles Meninos do Coreto
Uma declaração de amor e uma queixa contra os jovens que fundaram o Atlético Mineiro em 1908 — e condenaram gerações a sofrer e celebrar pelo Galo.
One magazine. Many ways of seeing.
- 01 · Long reads
Blog
Analysis and reporting on data, AI, business, economics, engineering and society — with context and sources.
- 02 · Literature
Chronicles
Ordinary people, small absurdities and the amusing habit of thinking we have already figured everything out.
- 03 · Video
Interviews & video
Films, conversations and annotated references — always with clear authorship.
- 04 · Experiments
Lab
Play with the numbers. Make a hypothesis. See what happens.
- 05 · Reading
Library
Books for better thinking, with exercises that make sense.
- 06 · Learning
Learn
Courses, talks and workshops that start from real problems.
- 07 · The beginning
The idea
Data-Driven Culture is not about installing yet another piece of software. It is about learning to distrust easy answers.
- 08 · Real world
Business & data
The problems companies run into and the questions they may be failing to ask.
Interviews & video
See allOur channel · YouTube
How iFood uses data: tapioca, football and credit
Excerpts from Diego Barreto’s conversation on Flow Podcast, published on the magazine’s channel with credit to the original show. In Portuguese.
Understand the case and the questions it raises
From the blog
All blog postsEvidence
Do data-driven companies perform better?
Yes, there is an advantage — but it shows up when data changes decisions, not when a company buys tools. What 15 years of studies and the 2026 surveys say.
Marketing & commercial intelligence
How much would you pay for this mayonnaise? Artificial intelligence wants to find out.
From the supermarket to the algorithm: how artificial intelligence is changing pricing strategy, marketing and the way we understand consumers.
Market signals
The construction site started generating data
Chinese robots that paint, sand, level concrete and scan the site arrived in Brazil. To work, they need one thing above all: data.
Signals from reality
The tapioca nobody sold
The customer wanted. The bakery could make. The problem was nobody had introduced the two.
Fundamentals
Data-Driven Culture without the fuss
It is not Power BI, it is not AI, it is not having lots of data. It is turning reality into consequence.
Decision
Stop deciding on 'I think'
Experience is too valuable to discard — and too dangerous to become proof without investigation.
Open lab
The mystery of the 23 birthdays
With 23 people in a room, the chance that at least two share a birthday is over 50%. Change the number and watch intuition stumble.
Try the experimentLibrary
Is higher revenue always better news?
An exercise based on Storytelling with Data, by Cole Nussbaumer Knaflic: pick the headline the numbers actually support.
Try it yourselfEditor’s letter · November 2026
The world speaks all the time. Data helps us listen.
We are building a magazine for people who are not satisfied with the first chart and cannot resist a good story. There is room here for business, football, behavior, the environment, science, literature, doubts and even the fruit stand on the corner. You do not need to love math to be curious.
The blog investigates. The chronicles observe life. The books invite practice. The lab puts hypotheses to the test. The videos set numbers in motion.
— Gustavo Santos, editor