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I recently encountered a data analytics task for a small business and realized that we often collect a lot of information but don’t always understand how to actually use it. I had a small project with a local service: we looked at reviews, categories, and competitor activity, but beyond that, Excel wasn’t really helping. I became curious about what real use cases you see for the data collected in business analytics. Not in theory, but in practice — so that it helps make decisions and doesn’t just sit in reports. Maybe someone has had a similar experience or has some successful examples?
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I went through this a couple of years ago when I was helping a friend with a chain of coffee shops. At first, we also collected data “just in case,” but then we realized that value only appears when there is a specific question. For example, we analyzed reviews and ratings to understand in which areas the service was really falling short and where the problem lay in customer expectations. To collect data on locations and competitors, we used this tool — it simply helped us gather everything in one place faster without manual hassle. Then we moved on to the usual analytics: segmentation, comparison, hypotheses. As a result, the data began to influence real decisions — we changed the work schedule, staff training, and even the menu a little. The main thing is not to collect data for the sake of data.
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That’s an interesting topic, by the way. It seems to me that almost every business now relies on analytics in one way or another, even if they don’t think about it. Many simply do things “by feel,” even though the data is already at their fingertips. At the same time, I often see people overwhelming themselves with numbers and losing sight of the big picture. Probably the most difficult thing is to find a balance between numbers and common sense. Data can highlight a problem, but the decision is still made by a person, taking into account the context and real life, not just graphs.
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