How to Use Analytics and Data Tracking For Small Business Owners


Data analytics, also known as ‘Big data’ technology, is not limited to corporations alone; it also holds benefits for small businesses.

The use of big-data technology has rapidly revolutionized various industries by offering valuable business insights.

Its effectiveness has piqued the interest of business leaders, who are typically hesitant to adopt new technology, and they are now keen to explore its potential applications.

Regardless of their size, businesses are increasingly interested in utilizing big-data analytics, and there is a valid justification behind it.

Companies that employ big-data analytics tools witness a 15% increase in sales compared to those that do not. This is why businesses of all sizes, including small enterprises, are eager to tap into the potential of big data analytics.

Keep reading to learn more about these topics:

  • What is Big Data and Data Tracking?
  • Why is Data Analytics Important for Small Businesses?
  • How Can Small Businesses Analyze Data Effectively?
  • Is Data Analytics Necessary for Small Businesses?
  • How Data Analytics Helps Small Businesses
  • How Many Businesses Use Data Analytics?
  • Things To Consider When Employing Data Analysis Services for Small Business

What is Big Data and Data Tracking?

Data analysis, often referred to as “big data,” involves evaluating vast amounts of data generated by businesses as a regular part of their operations. 

This data can be categorized as either structured, meaning it is well-organized and easily searchable, or unstructured, which is raw, disorganized, and more challenging to collect, process, and interpret. 

Data tracking involves the systematic process of choosing specific metrics and events to monitor, followed by the collection, organization, and analysis of the resulting data. 

By scrutinizing the data, valuable insights can be derived to enhance various aspects of a business, including performance and customer experience.

The importance of data tracking lies in its ability to empower businesses with a better understanding of user behaviors. By gaining insights into customer actions on web pages, landing pages, blog articles, and other digital content, businesses can deliver tailored, personalized, and enjoyable experiences to their audience. 

Data tracking and collection are commonly accomplished through the use of cookies and Javascript. 

These tools enable businesses to track user behaviors across different sections of their website, such as web pages, landing pages, blog articles, product pages, checkout pages, and also user/customer accounts. 

Various tools, such as Google, leverage cookies and Javascript for data tracking purposes. 

For example, Google uses Javascript to measure user interactions on websites, analyze site traffic, deliver personalized advertisements, and enhance browsing experiences.

Why is Data Analytics Important for Small Businesses?

Here are several ways in which businesses can leverage big data to gain a competitive advantage:

  • Cost reduction
  • Enhanced efficiency
  • Identification of weaknesses and failures
  • Development of new products and services
  • Comprehensive customer reviews
  • Detection and prevention of fraud
  • Increased operational efficiency
  • Optimization of pricing strategies
  • Informed and intelligent business decision-making

How Can Small Businesses Analyze Data Effectively?

To ensure accurate and valuable insights, it is crucial to employ the right tools and methods for your data analysis.

While non-technical staff can gain some limited insights from data analyses, it is advisable to involve a specialist to fully extract the value from your data sets. 

If hiring a full-time analyst is not feasible, consider engaging a consultant who can provide guidance and direction.

Beyond statistical summaries, it is essential to understand the underlying causes of patterns in your data. A comprehensive analysis should not only reveal what is happening but also explain why these patterns occur.

To prepare for the future, it is crucial to anticipate and act upon the information collected from data analysis. 

Real-time analytics is a valuable approach to accessing timely insights. By utilizing an executive dashboard, businesses can obtain critical information on demand, eliminating the need to consult an IT specialist for reports. 

The convenience of accessing real-time data through various devices empowers small businesses to make informed decisions promptly, gaining a competitive advantage. 

Additionally, an executive dashboard can integrate disparate data sources, providing a unified and dynamic display of information.

Even small businesses generate a significant amount of data that can benefit from big data systems. 

Using existing spreadsheets, databases, customer relationship management tools, and freely available resources like Google Analytics, any small business can tap into the wealth of information at its disposal.

Is Data Analytics Necessary for Small Businesses?

Despite the misconception that Big Data is only relevant to large enterprises, small businesses often believe they are too small to benefit from it, lack the need to analyze it, or lack the budget for its implementation.

However, the truth is that regardless of a business’s size or the amount of data it generates, data analytics holds immense potential for those who know how to harness it effectively.

Analyzing your entire data volume can unlock valuable insights that lead to improved business process management and strategic decision-making.

Furthermore, there are Big Data solutions available that can accommodate the tight budgets of small businesses. These solutions can still provide actionable insights into user behavior, monitor market trends, and uncover existing issues.

Both big and small businesses generate substantial amounts of data, and wise analysis of this data can be the key to success.

By leveraging data analytics, businesses can enhance their efficiency and productivity and gain a competitive edge that boosts revenue.

While it is true that data analysis requires additional resources, the benefits it delivers to businesses far outweigh the investment.

How Data Analytics Helps Small Businesses

With the help of the right technology, data analytics can work their magic. Small businesses can reduce operational costs, improve their business model, increase revenue, and stand out amongst the competition. 

Moreover, you can replace many of the manual data analysis processes with automated business solutions.

Let’s explore 5 ways you can boost your small business’s performance with data analytics.

Establish a data-centric approach to business

When companies can analyze large amounts of information associated with their business and the market in general, they can create a complete picture of the customer journey.

For instance, you’ll know how people get to know the brand, what they buy, why they do it, how they shop, at what time, from which device, why they abandon the carts, and what makes them choose a brand again and again.

With this kind of information, small businesses can change the way they interact with potential consumers, stick with their preferred communication channels, and resolve issues faster.

Data analytics provide insights that illustrate a complete business overview, eliminating the need to make decisions based only on guesswork and what others do, allowing companies to act according to their business’s and client’s needs.

The critical point here is that such a data-centric approach relates not only to customers but also to the overall performance of a business.

Having data gathered and analyzed is the way to act in a data-driven way to streamline operations, improve HR activities, and more.

Add clarity to financial processes

Even small businesses can spend a fortune on advertising, but all of it may be in vain. This can happen due to limited knowledge about your target market and methods for using digital marketing tools.

Digital marketing can be a tricky thing. You have the potential to attract a lot of new customers, yet you need to know how much you are spending on advertising and what your return on investment is in the end.

With the help of data analytics and management, you can track how much money you give away to onboard new consumers and how much profit you receive from them. 

It is important to keep in mind that the revenue clients deliver to your small business should cover all the advertising expenses.

From a financial standpoint, data management can keep your company’s finances and reporting clean. This helps with reporting, understanding cross-department expenses and salaries, fixing up financial processes, and more.

Trends in big data for small businesses provide measurable information that accumulates over time, revealing long-term patterns. By closely following these trends and identifying the patterns they create, you can improve your ability to predict and anticipate the future direction of your business.

Armed with this knowledge, you can take steps to support and sustain favorable trends while also addressing and resolving negative patterns.

Depending on your business model and strategies, you can monitor trends on a daily, weekly, monthly, or quarterly basis. 

Set up a small business data analytics tool and observe the formation of patterns, allowing you to compare them side by side.

Focus on the following key trends and patterns in your big data for small businesses:

Source of traffic: Gain an overview of where your audience and potential clients come from before reaching your website. Differentiate between direct sources, such as visitors who directly enter your URL, and organic sources, such as visits from search engine results.

Keyword usage and SEO: Understand which of your content is performing well and which requires improvement. This insight helps guide future content generation.

Monitor Beyond Web Traffic

In addition to web traffic, it is important to examine the following aspects:

Visitor engagement duration: Take note of how long people spend on your website browsing and interacting. A high bounce rate may indicate the need for a website redesign or the creation of more engaging content.

Conversion rate: Track and analyze the number of visitors who make a purchase. This metric reflects the effectiveness of your messaging and the quality of your offerings.

Based on the results of your demographic data analysis for small businesses, you can modify your marketing plans and product offerings. Implement more effective promotions, adjust your advertising tactics, and improve your overall conversion rate.

Refine customer service and the customer experience

Using data analysis, small businesses can enhance their customer experience and provide greater customer service. By knowing how people think, behave, and drive their decisions, you can change the way your company interacts with consumers.

Many factors could cause people to leave—a slow website, a higher price, or a lack of responsiveness from a customer support representative. Whatever it is, you can use analytics to track where people fall out of the loop and make sure you are ready to catch them next time.

People tend to stick with brands that make them feel valued. Even a small business can have many loyal consumers when the service it provides is outstanding. 

Based on data analysis, personalized customer service helps to engage with every client at the right time and through a proper channel, providing clients with a great experience and driving sales.

How Many Businesses Use Data Analytics?

The use of data analytics among small businesses has been steadily increasing over the past few years. According to the SCORE Association, in 2020, only 45% of small businesses were using analytics, while 51% of respondents considered data analytics important.

Small businesses can harness the power of data analytics with the right technology to achieve remarkable outcomes. 

By leveraging data analytics, small businesses can reduce operational costs, enhance their business models, increase revenue, and gain a competitive edge. 

Additionally, many manual data analysis processes can be replaced with automated business solutions.

Things To Consider When Employing Data Analysis Services for Small Business

When it comes to small business data analytics, it’s crucial to start with a comprehensive understanding of your enterprise and then conduct a thorough diagnosis. 

This process revolves around a defined scope, presenting you with opportunities for improvement and data analysis tailored to reshape your company’s management approach.

To ensure effective utilization of a platform or hiring data analysis services for small businesses that yield tangible results, consider the following factors:

Needs and requirements

Assess the specific needs and demands of your business to determine the type of data analysis services that align with your objectives.

Existing data assets

Evaluate the data you currently possess, including its quality, volume, and relevance, to leverage it effectively in the analysis process.

Data sources

Identify the sources from which you derive your current data. Understanding the origin and reliability of your data will help you accurately analyze it

Business model and analytical methods

Take into account your business model and the analytical techniques you employ. This ensures that the data analysis services you choose align with your existing strategies and processes.

Implement ideas

Consider the specific ideas or initiatives you plan to implement based on the outcomes. This allows you to focus on obtaining insights that directly contribute to your business goals.

Current challenges and potential solutions

Identify the problems or challenges your business currently faces and explore potential solutions that data analysis can help address. 

By carefully considering these factors, you can make informed decisions when selecting a data analysis platform or hiring services that meet your small business needs. 

This approach not only optimizes the impact of data analysis but also enhances your overall business performance.


When it comes to anticipating market changes or retaining clients, relying solely on intuition or personal beliefs often falls short of yielding tangible outcomes. 

To truly drive success, your decisions need to be supported by data. Instead of guessing why your advertising efforts fail to attract consumers, it’s time to harness the power of data analytics and gain valuable insights for your small business.

Data analysis offers a transformative opportunity for small businesses to revolutionize their promotional strategies, enhance customer engagement, and optimize financial management. 

By leveraging data analytics, you can go beyond mere speculation and access actionable insights into user behavior. This, in turn, empowers you to reduce costs, drive revenue, and deliver a unique customer experience that fosters loyalty.

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