The 3 Pillars of Small Business Analytics

When I consult with small business owners, there are 3 areas where my guidance generally has the most impact. I call these areas the 3 Pillars of Small Business Analytics.

The first pillar is a Competitive Landscape. I have found that very few small business owners really have a handle on the competition.

A competitive landscape analysis will reveal threats and opportunities that generally are not obvious to a business owner who focuses most of his/her energy on running the business itself.

Some of the data points you can capture and analyze include pricing, location, business size, quality, scope of business, diversity of product offering and of course revenue.  You would be surprised to find how easy it is to gather all this info.

Knowing where your products and services stack up against your competition is a key to prosperity. To achieve this understanding you need to use analytics.

The second pillar is a Demographic Profile. I have also found that very few small business owners really understand the demographics around their business.

A demographic profile analysis will illustrate how closely your customer base mirrors the actual population around your business. In many cases small businesses are not positioning their services correctly based on the opportunity in their market.


Data to include would be traditional demographic markers like age, race, sex, family status, financial status, economic state, etc. There is a ridiculous amount of data on the internet that can be mined free and easy.

Making sure your business is properly positioned to take advantage of your arket will ensure more long term success. The data is out there; you just need to know how to bring it into your analytics process.

The third pillar is Customer Insights. With the boom in social media, most small businesses have not figured out how to capture and analyze all the information being published and shared about their business.

Customer Insight analysis allows a business owner to stay on top of problems and identify how customers feel about their business quickly.

We all know how quickly things can go viral and having a good tool to capture customer sentiment in social media is generally the most overlooked aspect of running a small business.

Positive and negative reviews, trending items, number of likes, follows and shares, are all items that can be rolled into customer insights. You can combine this with surveys, focus groups and loyalty programs among other things to get a full picture of your business.

If you are a small business owner, decision-maker or analyst then focusing on these analytics pillars will make all the difference in the world.

And the best part, is they are all free and easy to bring into your business.

Small Business Analytics – The field of small business analytics is just starting to blossom as companies are looking for more data-driven decision-making to prosper in the age of Big Data. DMAIPH is at the fore front of providing analytics training, consulting and outsourcing options to small businesses. Contact DMAIPH now at or connect with me directly to set up a free consultation on how to get more analytics in your small business.






Being A Great Analyst > Key Attribute #4 > Be Enchanting

If you are a good analyst or a decision-maker that uses analytics, being enchanting makes your job much, much easier.

One key to using data and analysis effectively is understanding how to enchant people by being likable, trustworthy and using data and analysis to further a great cause.

A few years back, I came across a book by Guy Kawasaki called Enchantment. It is my all-time favorite business book.


Guy Kawasaki is a marketing expert and used to be Apple’s Chief Evangelist (aka Chief Marketing Officer). At Apple their goal is to convert customers to being loyal to Apple products for life.

In Enchantment, Guy talks about how Apple and other successful companies are able to create enchantment in their customer base that fuels passionate and long lasting relationships.

As an analyst there are many lessons that you can draw from Enchantment to being an incredibly impactful member of your organization.

One of the pillars of Enchantment is being Trustworthy. As an analyst, you have to be trustworthy for people to want to follow the direction your data and analysis point.

Your data has to be clean, valid, and accurate.

Your analysis has to be easy to understand, easy to replicate and easy to boil down into a few bullet points.

When you accomplish these things you are creating trust. Getting decision-makers to listen to what the data is telling them comes when the analysts have their trust.

That’s just one part of Enchantment. I use many examples of how to apply Guy’s concept to data and analysis in my training classes and in my company.

If you are looking for a way to add value to your company, which in turn can make the business more successful then this book is a must read.

Analytics Culture – The key to using analytics in a business is like a secret sauce. It is a unique combination of analytics talent, technology and technique that are brought together to enrich and empower an organization. A successful analytics culture is not easy to create, but DMAIPH can show you how. Contact DMAIPH now at or connect with me directly so we can build a strategic plan to turn your company into analytics driven success story.