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Unlocking Business Growth: How Data Drives Smart Decisions

As a business consultant, I've seen countless companies struggle due to one critical factor: lack of business insights. In today's information age, data is the lifeblood of any successful organization. You will likely collect tons of information if you have a CRM or a POS system. Unfortunately, collecting all this information is only helpful if you have a process for converting the information into actionable insights. The ability to collect, synthesize, and find insights from customer data is one of the most significant competitive advantages a company can build.

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Why is good data so important?

Good data is important because it allows you to make informed decisions. Imagine making crucial business decisions based on guesswork or hunches. Not ideal, right? Good data provides insights into customer behavior, market trends, and operational performance. These insights allow businesses to make confident decisions backed by evidence, not just intuition.

I recently worked with the owner of a print shop looking to grow their sales. The first thing we did was look at his current roster of customers, identify who was generating the most revenue, and then develop a strategy to attract more clients like that customer. You can only analyze your data in this way if you have a solid system for tracking sales by customer.

How does good data help with strategy?

Good data is necessary to develop good insight, which is needed to create a good strategy. Data helps businesses identify opportunities and minimize risks. By analyzing customer demographics, purchasing patterns, and competitor activity, companies can tailor their strategy to target the right customers, develop effective marketing campaigns, and stay ahead of the curve. One of the most challenging decisions a company must make is where it wants to be located.

I recently worked with a baker looking to open her first brick-and-mortar location. We discussed variables such as population, demographics, existing businesses, traffic drivers, and the likelihood of people outside the select area visiting the potential locations she was considering. Analyzing this data allowed us to develop a hypothesis around where we believe her business would be most successful. 

How does data analysis help improve efficiency?

Analyzing your data can help you to identify operational efficiency: Good data can reveal inefficiencies and bottlenecks within your organization. Businesses can streamline processes, optimize resource allocation, and improve efficiency by analyzing sales figures, production costs, and employee performance data.

Last year, I was working with the owner of a marketing company who was looking for a way to grow her earnings. After a detailed data review, we identified that she was spending too much time on activities she could hire someone else to do. By investing in adding additional labor, the owner was able to free up her time to acquire additional customers. While her earnings went down in the short term due to the extra payroll, she quickly grew overall profitability because she had more time to network and attract new business. 


Running a business is tough. It is even more difficult when you do not have good data or a method for converting your data into insights. Taking the time to ensure that you are collecting good data, analyzing it, and developing insights will enable you to improve your business's efficiency and profitability. 


Thank you for reading this blog

Executive Coach Dorian Cunion

As an executive coach and small business consultant, I guide small business owners and business professionals in achieving their professional and business goals.

Whether you want to start, transform, or improve your business or career, I can help you magnify your strengths, minimize weaknesses, identify threats, and take advantage of opportunities.

Have Feedback  Send me a note at



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