data analytics

Why Is Data-Driven Analytics Of Interest To Companies?

Modern companies have unprecedented access to vast amounts of customer data points subconsciously through various digital touchpoints. For example, mobile apps, websites, and in-store interactions.

This data includes information like geolocation, session length, and other behavioural metrics that provide deep insights into customer preferences, habits, and decision-making processes.

However, most are not fully maximizing the untapped potential of this “subzero-party data” to create more personalised and engaging experiences. This is where the power of data-driven analytic steps in!

Stats On Businesses Using Data Analytics

What is data-driven analytics?

Data-driven analytics— often referred to simply as data analytics— is the process of systematically analysing raw data to uncover insights, trends, and patterns that can inform strategic decision-making within an organisation.

In practice, it involves using various techniques and tools to intuitively extract meaningful information from large datasets, ultimately driving business growth and success.

What is a data-driven approach for companies?

A data-driven approach for companies entails making decisions based on data analysis instead of intuition or gut feelings alone. It involves collecting, processing, and analysing relevant data from disparate sources to gain actionable insights that can guide business strategies and operations.

In today’s data-driven economy, companies can optimise processes, augment customer experiences, and stay ahead of competitors.

Also read: 4 types of data analytics

What type of data can be used by companies for analytics?

Different types of data can be exploited by companies as a critical asset to drive informed decision-making. Let’s take a look at some, shall we?

Customer data

Customer data encompasses a broad range of information gathered from interactions between customers and the company. This data uncovers valuable insights into customer behaviour, preferences, and demographics. Thereby, enabling businesses to tailor their products, services, and marketing efforts effectively. Customer data can be categorised into:

  • Personal information: This includes basic details like names, addresses, phone numbers, and email addresses and is essential for establishing and maintaining communication channels with customers.
  • Demographic data: Understanding the demographic makeup of a customer base— including age, gender, income, education level, and marital status— allows companies to segment their audience and target marketing campaigns more effectively.
  • Behavioural data: Tracking customer interactions across various touchpoints, such as purchase history, website browsing patterns, app usage, and customer service interactions, provides insights into consumer preferences and decision-making processes.
  • Preference data: Gathering feedback from customers through surveys, reviews, and other channels helps companies understand customer satisfaction levels. Furthermore, it helps them identify areas for improvement and tailor products and services to better fulfil customer needs.

Operational data

Operational data pertains to the organisation’s day-to-day activities and transactions. Analysing operational data can uncover inefficiencies, optimise processes, and improve overall business performance. Examples of operational data include:

  • Transaction data: This entails sales records, pricing histories, and inventory levels that provide insights into product demand, pricing trends, and inventory management strategies.
  • Logistics data: Logistics data such as shipping information and delivery statuses enables companies to optimise logistics processes, reduce shipping costs, and improve order fulfilment efficiency.
  • Human resources data: Such data encompasses employee records, performance reviews, and payroll information that help companies manage workforce productivity, identify training needs, and optimise staffing levels.

Financial data

Financial data encompasses information related to a company’s financial performance, including revenue, expenses, investments, and profitability metrics.

In practice, analysing financial data helps companies make informed decisions about investment strategies, resource allocation, and financial planning. Financial data may include:

  • Revenue and sales data: Analysing earnings from products and services provides insights into sales performance, revenue growth trends, and the impact of pricing strategies on profitability.
  • Expenditure data: Tracking operational costs, marketing spending, and capital expenditures helps companies identify cost-saving opportunities, prioritise investments, and optimise budget allocation.
  • Investment data: Monitoring details of financial investments, returns, and stock performance enables companies to make informed decisions about investment strategies and portfolio management.

Data-Driven Analytics for finance

Machine data

Machine data refers to data generated by sensors and monitoring systems embedded in machines, equipment, and facilities.

Analysing machine data helps companies optimise asset utilisation, improve maintenance processes, and enhance operational efficiency. Machine data may include:

  • Sensor data: Collecting readings from IoT devices, such as temperature sensors, GPS trackers, and other monitoring systems, provides insights into equipment performance, energy usage, and environmental conditions.
  • Usage data: Information about how facilities and equipment are being used helps businesses identify patterns in usage, predict what repairs will be needed, and make the best use of their resources.

Social media data

Social media data encompasses information generated from social media platforms, including user engagement, content sharing, and sentiment analysis.

Analysing social media data helps companies understand consumer trends, monitor brand reputation, and engage with customers effectively. Examples of social media data include:

  • Engagement data: Tracking likes, shares, comments, and follows allows companies to measure the impact of social media campaigns, identify influencers, and build brand awareness.
  • Content data: Analysing posts, tweets, images, and videos helps companies understand the exact type of content that resonates with their audience. The resultant insight consequently helps them to tailor their content strategies accordingly.
  • Sentiment data: Using text analysis to look at how people feel and what they are saying in social media posts helps businesses figure out how their customers feel, spot new trends, and prepare for possible problems before they happen.

Web analytics data

Web analytics data includes information about website traffic, user interactions, and conversion metrics.

Intuitively exploring web analytics data helps companies optimise website performance, enhance user experiences, and drive conversions. Examples of web analytics data include:

  • Traffic data: Monitoring metrics such as the number of visitors, sessions, page views, and bounce rates helps companies uncover how users navigate their websites and identify areas for improvement.
  • Conversion data: Tracking user actions that lead to sales or fulfil other predefined goals, such as form submissions or newsletter sign-ups, enables companies to measure the effectiveness of their websites and marketing campaigns.
  • SEO data: Analysing search rankings, keyword performance, and backlink profiles helps companies improve their visibility in search engine results, attract organic traffic, and enhance their overall online presence.

Third-party data

Third-party data refers to information sourced from external sources, like market research firms, data providers, and government agencies.

In practice, analysing third-party data helps companies gain market insights, benchmark performance, and mitigate risk. Third party data typically encompasses:

  • Market data: Accessing trends, size, and growth statistics from market research firms helps companies understand market dynamics. This, in turn, enables them to identify growth opportunities and make informed strategic decisions.
  • Benchmarking data: Comparing company performance against industry standards and averages enables companies to assess their competitive position. It also helps them to identify areas for improvement and set realistic performance targets.
  • Credit and background data: This data is usually sourced from external sources for risk assessment and compliance purposes, such as credit scores, background checks, and regulatory data. It helps companies manage risk exposure and ensure regulatory compliance.

The importance of data-driven analytics to companies

Data-driven analytics is a strategic asset for companies with several advantages, such as:

  1. Improved decision-making: Data-driven analytics provides companies with valuable insights that enable informed decision-making, leading to better outcomes and reduced uncertainty.
  2. Provides customer insights: Analysing customer data allows companies to better understand their target audience. This understanding can aid businesses in tailoring their products and marketing strategies to effectively meet customer needs. 
  3. It helps facilitate unbiased decision-making: Data-driven analytics helps eliminate bias in decision-making processes by relying on objective data rather than subjective opinions or personal biases.
  4. Helps with cost savings: By identifying inefficiencies and optimising processes, data analytics can help companies reduce operational costs and improve resource allocation.
  5. Helps boost revenue: By identifying new market opportunities, optimising pricing strategies, and enhancing customer experiences, data-driven analytics can drive revenue growth for companies.
  6. Gives them a competitive advantage: Companies that leverage data effectively gain a competitive edge by anticipating market trends, identifying emerging competitors, and adapting quickly to changing customer preferences.
  7. It helps formulate targeted marketing strategies: Data analytics enables companies to intelligently segment their target audience effectively and personalise marketing messages. Thus, resulting in higher conversion rates and ROI on marketing efforts.
  8. Improved customer service and retention: Companies can improve their customer service and come up with ways to make customers happier and more loyal by looking at customer comments and behaviour.
  9. Innovation and new product development: Data-driven insights can fuel innovation by intuitively identifying unmet customer needs and market gaps. Thereby, guiding the development of new products and services that address emerging trends and preferences.
  10. Track workplace productivity: Data analytics can be used to monitor employee performance, identify training needs, and optimise workforce management strategies, ultimately leading to increased productivity and efficiency.

Prominent data-driven companies in the world

Several companies have accomplished remarkable success by embracing a data-driven approach to decision-making. Some notable examples include:

  • Amazon: This global e-commerce giant leverages massive amounts of customer data to divulge accurate product recommendations, optimise inventory management, and personalise the customer experiences. Thereby, driving its dominant position in the global e-commerce market.
  • Netflix: Netflix leverages data analytics to analyse viewer preferences and behaviour, guiding content creation and recommendation algorithms to enhance user engagement and retention.
  • Google: Google uses data analytics to refine its search algorithms, improve search results, and deliver targeted advertisements. Its data-driven approach has not only augmented its core search business— but has also enabled it to successfully diversify into various other industries.
  • Facebook: Facebook employs data analytics to analyse user interactions, personalise content feeds, and target advertising to specific demographics, maximising engagement and ad revenue.
  • Uber: From predicting the driver’s estimated arrival time to showing surge prices to drivers’ locations on the map, Uber uses analytics in every aspect of its operations.

These companies exemplify the power of data-driven decision-making in driving business success and innovation.


As already mentioned, many companies inadvertently gather vast amounts of customer data through various channels. However, despite the abundance of data collected, they usually struggle to fully capitalise on its untapped potential, leaving significant opportunities for improvement and growth unrealised.

Data-driven analytics, fortunately, offers a unique opportunity to unlock the hidden value within this wealth of customer data. By leveraging advanced analytical techniques and tools, companies can gain a more comprehensive understanding of their customers’ emotions, motivations, and decision-making drivers.

This, in turn, fosters stronger brand loyalty, improves customer retention, and drives business growth in an increasingly competitive landscape. In fact, as technology continues to advance, data-driven analytics is set to play an even bigger role in shaping the future of business.