The impact of Digital Presence on competitive advantage: A study applied to Brazilian bank industry

This pilot study analyses the impact of Digital Presence on the competitive advantage of the Brazilian banks. The research reinforces previous findings. It verifies high correlations of digital variables and business results. The study also introduces the Digital Presence Index (DPI) to consolidate the digital metrics. Additionally, the paper proposes new forms to visualize the variables. These contributions may improve the decision-making process of marketing analysts, business executives, and Internet professionals.