Firms seeking to maximize the benefits of data analytics have begun adopting data driven culture. Data driven culture is expected to enhance firm performance outcomes. However, the mechanism through which data driven culture enhances firm performance has received little empirical attention and is little understood. This study proposes that data driven culture first enhances the supply chain information sharing and supply chain information quality capabilities of firms, which subsequently help firms to maximize their customer development and firm performance outcomes. A research model examining these relationships was developed and tested using data from 123 firms operating in Ghana. The results confirmed that data driven culture enhanced the supply chain information sharing and supply chain information quality, which subsequently enhance customer development and firm performance.