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In a hypercompetitive scenario, managers need to be assertive in their choices and decision-making. Competitive intelligence aims to understand the internal and external forces that influence and affect the organization's business. In this context, contributions are significant to the acquisition of data intelligence through data mining techniques and machine learning. From a multidisciplinary and structural perspective of the data, applied in transactional and multidimensional databases, through binary trees, vectors, matrices and lists, we will see that it is possible to make data and information analysts manipulate and capture intelligence in the data, thus supporting the construction of competitive intelligence. A complete reading about the acquisition of intelligence in the data and how it can influence organizational decision making.