Trends: what will data management in companies look like in 2025?

In 2025, new trends are set to revolutionize how organizations collect and process data. With an increasingly demanding market, they must seek strategies to streamline processes and become more competitive. According to consulting firm McKinsey, companies that base their decision-making on data can experience growth of 15% to 25% above the average. 

The concept of Business Intelligence (BI) emerges as a strong trend, as it represents the ability to process large streams of information for strategic decision-making.

The Brazilian Support Service for Micro and Small Enterprises (Sebrae) explains that data management enables companies to better understand their customers, optimize operations, and detect fraud. By using advanced analytical tools, BI allows for a deeper understanding of performance, identifying patterns and opportunities that can drive growth and operational efficiency. 

An example is Google Analytics, a platform that monitors website traffic, visitor behavior, and conversions. Beyond knowing how many people accessed the site, it is possible to understand where they came from, how long they stayed, and which pages they visited.

This information is important as it can indicate the need for optimization and improvements in the user experience. Through it, it is also possible to measure return on investment and define strategies to increase sales.

Studies also indicate that the adoption of Artificial Intelligence (AI) will be even greater within BI practices. According to a Gartner survey, by next year, 75% of companies will use at least one tool with this type of technology to assist in data collection and analysis.

AI enables processing large volumes of data at a much higher speed than traditional methods, with machine learning algorithms that detect complex patterns which may not be evident through manual analysis.

On the rise: Data integration and cloud storage 

Another survey conducted by Gartner pointed to application integration as a trend that aids BI growth. Updated in real-time, managers can quickly access company data from anywhere and on any device.

The connectivity of data from various sources, including social media, IoT devices, ERP, and CRM systems, facilitates a comprehensive view of operations and enables the creation of more complete and accurate dashboards. 

The Google Sheets Dashboard is an example of an integration tool that provides a managerial summary of information, facilitating understanding and analysis. This way, it is possible to import data from various channels and networks—such as Instagram, Meta Ads, Google Ads, TikTok, LinkedIn, and RD Station—into a single spreadsheet, creating comprehensive digital marketing and sales reports.

Google Sheets can be shared with others who collaborate on the analysis. This functionality reinforces another trend highlighted by the research: cloud storage, which provides greater agility, scalability, and security when sharing information and accessing data.

Increased focus on information security

According to ROQT Group, data security is also among the emerging BI trends for 2025. With the increase in data collection and storage, it has become a priority.

Companies will need to increasingly invest in security solutions to protect sensitive information against cyber threats. A survey conducted in December by TIC Provedores revealed that 40% of companies in Brazil have a dedicated department to protect data.

This care has become even more necessary with the enactment of the Brazilian General Data Protection Law (LGPD - Law No. 13,709/2018), which establishes rules and guidelines for the collection, storage, and processing of personal data by public and private organizations. The fine for non-compliance can reach up to 2% of the company's revenue, limited to R$50 million per violation.