Applying data science to grow your small business in 2022

February 18, 2022

Utilizing data science to grow your small business

Much is said about the benefits of big data implementation, and yet the connotation often seems to suggest that it is a resource for big businesses. While large corporations do have the resources to make uniquely sophisticated use of analytics, the truth of the matter is that it is a tool for companies of any size.

Data science is essentially the process that allows businesses to enjoy clear, well-structured data. A data scientist helps create algorithms and databases that take raw information and distill them into comprehensible information sets. Having a data scientist with complete data science certification can undoubtedly help you tap into some of the immense benefits of data analytics. 

4 benefits of applying data science

A data analyst then comes in and helps businesses use this information to make decisions. Both positions have the potential to be extremely impactful for the growing business.


Scalability is naturally a key consideration for any business that is in a growth stage. You want to be able to perform at the same level as you grow. The problem? Your business has the same infrastructure it always did, but it is experiencing a surge in demand.

Limited resources can kill growth in its early stages without proper intervention. Enter data science. Data, when it is used correctly, is all about helping businesses make the right choices.

In terms of scalability, this means a wide range of things. For example, data science can help a growing business improve its marketing without increasing its budget. It can also help identify departments that do need more resources. It can assist in the management of supply chains. In short, it equips businesses with a heightened level of efficiency at a time when they need it the most.

Financial Clarity

Data implementation can serve to add significant clarity for businesses as they make financial decisions. For example, investing in digital marketing is a great idea for businesses that are trying to grow.

However, without the right information, money spent on marketing might well go to waste. Good data science can help with that. Analytics can provide invaluable information on what your customers like. This can help your marketing department craft messages that are most likely to have a high impact.

Data science can also provide useful indications on how, when, and where to do your advertising. For example, if the analytics show that the people most likely to buy your product are middle-aged upper-class women who spend the hour of 7 PM on Twitter, you can target your base accordingly. Digital ads can be highly personalized to match criteria of this kind, helping to ensure that your marketing messages have the highest possible impact.

Inventory Management

Data science can also play a strong role in inventory management. A good algorithm might be able to monitor everything from paper and ink, to stationery and other vital pieces of office equipment. Granted, it’s not difficult for small businesses to manage these resources on their own.

And yet doing so takes time, and comes at the risk of human error. By utilizing data, you simultaneously reduce the possibility of mistakes, while also freeing your staff up to pursue more profitable tasks. Whether you are learning data science yourself or looking to fill or create a data science role, the ability to leverage data to interpret trends is an essential part of growing your business.

Meet Your Ideal Customer

Naturally, anyone who does business with you is valued. However, there are certain customers that are the perfect fit for your product. The “ideal customer” as those in marketing put it spend considerably more money, and stick around for much longer than the average buyer.

Though they may only make up a small percentage of your actual customer base, they can account for enormous portions of your revenue. They are an asset to be sure, and with data science, you can come to understand them on a whole new level.

Analytics allow businesses to form what is called “an Ideal Customer Profile”. The ICP identifies customer characteristics that are best suited to your business and helps your sales and marketing teams cater better to them.

The result? You get more revenue, more loyal customers, and a reputation for providing a highly satisfying product. It’s a snowball effect and data implementation gives the ball its first push down the hill.


True implementation doesn’t work with half measures. To really see the above-described benefits, businesses must commit from the top down. This may mean hiring dating scientists and analysts to help make the most of your information.

Certainly, it will mean making a company-wide commitment towards learning to trust data while allowing it to inform every aspect of your operations. While there is a learning curve that must be navigated, the other side is sweet. Scalability, better marketing, more sales, increased revenue. What else could a growing business want?

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