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In the context of digital transformation, having a data-driven organizational culture has been recognized as an important factor for data analytics capabilities, innovativeness and competitive advantage of firms. However, the current literature on data-driven culture (DDC) is fragmented, lacking both a synthesis of findings and a theoretical foundation. Therefore, the aim of this work has been to develop a comprehensive framework for understanding DDC and the mechanisms that can be used to embed such a culture in organizations as well as structuring prior dispersed findings on the topic. Based on the foundation of organizational culture theory, we employed a Design Science Research (DSR) approach using a systematic literature review and expert interviews to build and evaluate a transformation-oriented framework. This research contributes to knowledge by synthesizing previously dispersed knowledge in a holistic framework, as well as, by providing a conceptual framework to guide the transformation towards a DDC.