How Mama Mboga can use data to grow business

Mama Brayo is a grocer in one of the most populated estates in Nairobi. Her kibanda is not alone in the estate yet many flock to hers daily.

What could be the reason? Mama Brayo’s simple trick is knowing her customers’ preferences and likes. Her knowledge of clients’ preference data has given her a competitive advantage. That is the power of data. That is why some businesses thrive in certain areas while others fail.

Data is all around us, even in our day-to-day activities. A grocery store owner with a little data literacy may study consumer purchase habits to strategically position shelves for maximum convenience for customers and maximum profit.

The potential uses of data are numerous, and the opportunities are vast. Unlocking the true value of data requires innovative thinking and deliberate effort.

In today’s society, data has become a major game changer. Data comes in a variety of formats and is often generated by our non-deliberate actions when we spend time with our friends, clients, colleagues and loved ones on social media, offices, visits, purchases, phone calls etc. We unknowingly provide information about our tastes, language, and location. In digital plat-forms, social media companies use this data to improve our online experiences.

All businesses generate data, no matter how small they are. You may already have this knowledge and be unaware of it. Big data is the volume of client information that your company or business collects daily. While small and micro businesses may not generate as much extensive data as larger firms, they still handle a substantial volume of information daily. When used appropriately, these metrics may help make sense of all the data and make more informed business decisions.

For small business owners, reviewing sales receipts can yield valuable insights into their clients’ purchasing habits. By examining data on how often clients visit their facility, what products or services they prefer, and any recurring purchases they make, business owners can gain important information to adjust their marketing strategy and make informed business decisions.

Analyzing this data over time can provide a clearer understanding of client behaviour, leading to improvements in customer retention and overall business success.

Data is a valuable asset, much like oil. Big data is not about volume, it’s about creating value. It’s about shining a light where before there was darkness. Processing is vital to extract its full value.

The ability to interpret data is crucial in the digital age. Social media platforms serve as a rich source of data collection, allowing businesses to track metrics, such as likes, posts, and visits, to determine user preferences and engagement levels.

By analysing this data, businesses and organisations can gain valuable insights into their target audience and tailor their content accordingly. Advancements in technology and affordable data analytics tools have made big data accessible and easy to interpret.

Governments can also leverage data analytics to quickly identify areas of concern by analyzing the reactions to their updates. This allows for more targeted and effective decision-making, ultimately leading to better outcomes for the community at large.

The power of data cannot be understated, and those who can harness its potential stand to acquire a significant competitive advantage in today’s fast-paced digital landscape.

Kenya has the potential to revolutionise a variety of industries by using data, including healthcare, agriculture, small and medium-sized businesses, and finance. With access to valuable insights and predictive analytics, decision-makers can make more informed choices that drive growth and innovation.

Community-based organisations can invest in teaching people to analyse data. By enabling these technologies, Kenya can position itself as Africa’s digital economy leader. The potential for economic growth and development is enormous, and adopting big data and data science might pave the way for a more prosperous future for the country and continent.

— The writer is an Innovations Evangelist and a PhD Candidate —[email protected]