Nowadays, implementing data analytics is necessary to improve the collection, evaluation, analysis, and organization of data that allow the discovery of patterns, correlations, and trends that improve knowledge management, development of strategies, and decision-making in the organization. Therefore, this study aims to provide an accurate and detailed assessment of the current state of data analytics in the retail sector, identifying specific areas of improvement to strengthen knowledge management in organizations. The research is applied with a quantitative approach and non-experimental design at a descriptive and propositional level. The survey technique was used, and as a data collection instrument, a questionnaire addressed to 351 employees of companies in the retail sector concerning the variable data analysis with the dimensions of data extraction, predictive analysis, and machine ...