The Small Business Times

6 Ways Data Science Can Enhance Your Small Business

Advances in modern technology and data science have made it easier than ever for small businesses to analyze and evaluate large volumes of information more quickly.

This, in turn, allows them to make informed decisions to improve the overall performance of their operation.

To fully tap into the potential of data science, some small business owners choose to study a master’s degree course in it, at an institution like UNSW

But, with this knowledge comes a lot of power. Here are 6 ways data science can enhance the efficiency and profitability of any small business.

1. Better Understand Customer Needs And Patterns

Perhaps the biggest benefit of data science is that small businesses can gain valuable insights to understand their customers’ needs better.

Using the information discovered through tools such as SAS Business Analytics, they can then use it to improve their overall marketing campaigns.

One of the most telling insights managers can get is on the company’s advertising performance, where they can ascertain which audiences are responding most to them.

Based on this information, they can then identify and focus on incorporating the most valuable metrics into their campaigns to increase profits.

As a result, this data sciences provide employers with the ability to make better decisions based on the needs and patterns of their customers, which leads to continued growth.

2. Develop Lower-Risk Plans

By having quantifiable data evidence at your fingertips, data analytics can provide small businesses with the ability to take more calculated risks.

Subsequently, it becomes easier to create and follow through with a plan – therefore preventing unnecessary steps and predicting any potential roadblocks down the line.

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This kind of safety net can save employers significant amounts of money and time. Congruently, it can also help bosses to test their strategies and formulate realistic ideas.

3. Enables Businesses To Target A Specific Audience

Through data science, employers can draw upon customer data to develop significant insights into consumer expectations and preferences. 

This helps them target their audience more effectively, which can manifest in strategies like more personalised messaging.

Customer data may include behavioral patterns, demographic information, and buying habits. Hence, by leveraging this information, managers can customize their products or services better to meet the needs of their customers or client base.

In turn, this can result in increased sales and huge potential cost savings on advertising campaigns.

4. Product Enhancements

As well as leveraging data insights to increase their sales, small businesses owners can also use it to analyze customer feedback to identify which are the most popular products in their portfolio. 

There are several ways they can garner this information, including using analytical tools, conducting surveys and organising focus groups.

For instance, a company can use Google Analytics to track the product pages that a customer visits on their website.

Subsequently, if a particular page is receiving more attention than others, the company can consider promoting that product and finding ways to enhance the other products.

Another effective strategy is to use data science to establish current trends in the market.

The data gained can enable companies to develop new or modified products that align with their customers’ preferences and needs.

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 5. Data Science Finds Opportunities 

By analysing data across all its functions, businesses can gain telling insights into their weaknesses and find new ways to innovate and grow.

This can lead to the development of new products and more profitable business opportunities.

One prudent way to use data is to determine which parts of a company website are not receiving enough traffic.

This information can help the marketing team identify new areas to focus on and explore new methods of advertising to address the situation.

6. Predict Trends And Outcomes 

The information gained from machine learning enables data scientists to make predictions about future outcomes by analysing factors like customer segmentation, risk assessment and sales. 

For instance, if the data shows a rise in a particular market segment, the business can take immediate action to advertise to that audience.

At the same time, predictive analysis can help small business owners to make wiser financial decisions such as creating a budget.

It can even help your employees to set objectives and anticipate market changes, which can give your business a real competitive edge.