How Businesses Can Make Better Use of The Data They Collect


By now, it is a fact that every successful business collects different types of data on its customers, competitors, the market, and a lot more. This data is often collected with the thinking that it will be used to help these businesses increase revenues, cut costs, acquire more customers, beat their competition, or achieve other aims. However, with so much data collected, many businesses have a hard time making use of it all. This means that some of the data collection efforts go to waste and companies and businesses do not see any returns on collecting all this data. In this article, we will look at what businesses can do to make better use of the data they collect.

Evaluate Your Purpose and Goals

One of the reasons why so much data lies unutilized is that some businesses only collect data because other businesses are doing so. This leads to businesses utilizing effort time and money to collect data for the sake of it, never fully making use of all the collected data.

Businesses would be better served by collecting only the data they need. To do this, they need to first identify why they are collecting the data. It may be to gauge market reaction to a product or to measure marketing outcomes. Only when the issues and opportunities associated with collecting data are identified can businesses start collecting only the data they need. By knowing they will use all the data they collect, businesses can collect less data and have a better return on the effort, time, and money put into collecting this data.

Identify Holes in Data Collection

With businesses only collecting the data they need they need to make sure there are no holes or gaps in the data they collect. This helps businesses determine if the data they collect will be beneficial to the desired outcomes or if any opportunities are being missed by collecting less data or the wrong type of data. Doing this helps businesses identify new areas of data collection while helping them focus on the most important data assets. The result is the collection of more useful data that produces the desired outcomes.

Use Data In New Ways

Once the right type of data has been collected, businesses should find ways to use the data they collect in new ways that help their goals.

This is often done by using multidimensional data analytics or broadcast advertising intelligence techniques that combine different types of data or data from different silos to see the relationship between the different types of data. This can include changing a variable in one set of data to see how other types of data are affected. For example, businesses can put more effort into a specific marketing strategy, email marketing for example, to see how that affects sign-ups or website visits.

Hire The Right Data Analysts

Gleaning insights from collected data efficiently is often a factor of how good the person doing the analysis is. If their skills are not up to the required level, then the insights that are gleaned from the data will be inadequate. Ideally, businesses should hire data analysts with a strong data science background as they will be in a better position to develop techniques for the efficient management and analysis of all the data collected.

Because of the sheer volume of data businesses now collect, there is a huge demand for people who can do this. Those interested in providing data analysis and management services to businesses can enroll in a masters in computer science online program, as earning this advanced degree will arm them with the data science and analytics skills and techniques businesses need now and in the future. Additionally, an advanced degree puts them in a better position to implement machine learning, artificial intelligence, and data visualization techniques that help businesses get the best out of the data they collect.

Simplify Data Collection

The complexities involved in data collection often stem from how data is collected. For many businesses, different departments use different platforms to collect data. This introduces complexities when it comes to data analysis because data collected from each of the platforms used might require different methodologies, tools, and skills to decipher and understand. This leads to a lot of wasted time and effort and can leave a business lagging, especially if it operates in a fast-moving business environment.

Ensure Data Reaches The Right Stakeholders

Once the right type and amount of data is collected and analyzed, what is the point if it does not reach those who need to make use of it? This happens a lot in today’s world, and it leads to businesses not making the best use of data and insights. The best way to prevent such wastage is to include all stakeholders in the data collection and conversion process.

This ensures that everyone has access to the data, no matter where it is in the pipeline. This access can also help the stakeholders identify challenges in the data collection process as well as opportunities that may have otherwise not been unearthed if the data was accessible by only a small set of people. Fortunately, a lot of businesses now understand that doing this is crucial for their success, and this is why a lot more data is being made available to all stakeholders.

Change How They Look at Data

Business owners, managers, and other executives should start viewing business operations and functions through a data-centric lens. Businesses must realize that their competitive edge comes from how they look at and use data. Growth, revenues, and profits can also depend on insights that are hidden in the data collected. Businesses that do not realize that they stand to see an immediate return on investment from collecting the right type of data and make use of it will be left behind by competitors who do realize this.

Data has emerged as one of the most important commodities for businesses that want to be successful. How it is collected and used plays a huge role in determining the competitiveness and profitability of a lot of businesses. This is why businesses should do everything they can to make better use of the data they collect.