Businesses, even relatively small ones, generate massive amounts of data through their normal daily processes, including customer demographic data, customer interactions, sales information, logistical and shipping information, product information, and internal employee and communication information.
This data can be recorded and organized, and companies can then mine it for insights not only into their customers but also into the efficiency of their business model and other aspects of the way they function. But analyzing this data and putting it to good use requires expertise to avoid the risk of delving into a large trove of data and drawing incorrect and therefore unhelpful conclusions.