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  • Writer's pictureAkeju Abiola

How to make informed decisions and drive business success using data analytics

By Akeju Abiola

Data Analytics


The world thrives on data. Harnessing insights from data through analytics is indispensable for making informed decisions and driving unparalleled business success. Imagine opening an ice cream business with college students as your primary market. It’ll be wise to spend the first day counting how many students leave the school gates at the end of the day. 

You could even include a small survey to ask about their favorite flavors, then supply a limited stock and increase it carefully until your supply meets their demand. In the event of heavy rainfall, you will likely sell less stock.

In the same vein, if you hear there will be an inter-college sports competition, you may want to supply more ice cream because there will be more demand.

Did you see how you can drive business success with quality data? There’s more to learn!

Understanding Data Analytics

Definition and Types of Data Analytics

In an era where data is often referred to as the new oil, harnessing and fully utilizing its power has become essential for businesses of all sizes. According to Careerfoundry, data analytics is the process of analyzing raw data to draw out meaningful and actionable insights, used to inform and drive actionable business decisions. Data analytics involves examining large datasets to uncover patterns, correlations, trends, and more, which are used to make informed decisions.  For example, a fashion design business could use data analytics to determine what type of finishing their customers prefer and why. On the other hand, complex machine learning models created from previously collected data can predict customer needs based on different scenarios in real-time.

Modern businesses know this and are increasingly adopting data analytics procedures, helping them better understand customer needs and adjust processes accordingly. 

Types of data analytics

Descriptive Analytics: Data analytics isn't always about gathering new data; it's often about analyzing existing data. Descriptive analytics focuses on summarising historical data to comprehend past events. It entails collecting and analyzing data to gain insights into previous performance and trends, such as sales figures, supply chain challenges, and landing page traffic.

Diagnostic Analytics: Diagnostic analytics seeks to understand the reasons behind specific events, like why customers prefer a particular product over an alternative. It entails identifying the root causes of issues or anomalies by scrutinizing historical data and conducting root cause analysis to unveil insights into what transpired and why.

Predictive Analytics: In business, past occurrences can forecast future events. Predictive analytics involves leveraging historical data to predict forthcoming events or outcomes. When businesses analyze patterns and trends in past data, they can forecast future trends, customer behaviors, or market changes.

Prescriptive Analytics: Similar to a doctor prescribing medication to address medical needs, prescriptive analytics goes beyond predictive analytics. It involves data analysis to recommend actions or strategies to optimize outcomes based on predictive models. It often uses advanced algorithms and machine learning techniques to offer actionable recommendations for decision-makers.

Importance of Data Quality and Integrity

Data Analytics

Data is the raw material from which analytics is forged. If data is inaccurate or biased, then the entire data analytics process can be misleading. If data is the new oil, then data quality and integrity are the refining processes that ensure high value and reliability.

Data quality and integrity are crucial areas of effective data analytics, which are the foundation for reliable insights and informed decision-making. Without these qualities, findings derived from analytics efforts may lack accuracy and reliability, leading to potentially flawed conclusions. Therefore, organizations must maintain high data quality and integrity standards to ensure the integrity of their analytics outcomes.

To begin, data accuracy is one of the most critical areas of data quality and integrity. Data accuracy is paramount to ensuring that data is free from errors and inconsistencies. Verifying data accuracy will help organizations enhance the credibility and reliability of their analytics processes. If the data is accurate, the analysis will be on point.

Secondly, data should be complete. Complete data ensures that all relevant data is captured and included in the analysis. Incomplete data sets can lead to biased or incomplete insights, limiting the effectiveness of decision-making processes. Organizations must strive to gather comprehensive data to provide a holistic view of the subject under analysis. Data integrity is key.

Furthermore, data consistency is critical for maintaining uniformity and coherence across different data sources and periods. Consistency ensures that data is standardized and comparable, facilitating meaningful analysis and interpretation. Organizations can minimize errors and discrepancies in their analytics efforts with consistent data standards and practices.

Another importance of data quality and integrity is relevance. Business owners should only use data that is relevant to their objectives. Including irrelevant or extraneous data can dilute insights and waste resources, undermining the effectiveness of data analysis drives. Organizations should assess the relevance of data sources to ensure that only the most relevant information is used in their analytics processes.

How Data Analytics Can Drive Business Success

Data Analytics

Businesses that leverage data analytics are leaders in their respective industries, driving success through data-driven insights. The following are ways data analytics can drive business success.

1. Enhance Decision-Making: Data analytics involves extracting valuable insights from customer behavior, demand patterns, and other variables, part of the overall business process. When decision-makers are provided with accurate and timely information, they can leverage data analytics to make choices that align with business objectives and goals. 

2. Improve Operational Efficiency: One of the biggest concerns for business managers today is waste and operational inefficiency. Effective data analytics from operational data can help businesses identify these inefficiencies, streamline processes, and optimize resource allocation. These will help business owners attain operational efficiency, resulting in cost-effective business processes.

3. Drive Innovation: Data analytics drives innovation by revealing valuable insights and inspiring new products, services, and business models. Businesses analyze customer feedback, market trends, and competition to identify unmet needs and opportunities for innovation, which foster growth and drive business success.

4. Enhance Customer Experience: Businesses are nothing without their customers. Businesses should study customer behavior and preferences to deliver personalized experiences and build long-lasting relationships. These enable them to tailor products, services, and marketing campaigns to meet customer expectations and enhance satisfaction.

Real-World Examples of Data-Driven Success

1. Amazon

As the world's foremost online retailer, Amazon extensively employs data analytics to enrich customer satisfaction and propel business expansion. The company is famed for employing sophisticated algorithms to analyze customer behavior and preferences in real-time, often increasing prices when a customer revisits an item too many times. Amazon's recommendation algorithm engine, a machine learning model the company uses, delivers personalized product suggestions to millions of users, boosting sales and fostering loyalty. Moreover, Amazon further harnesses data analytics for inventory optimization, pricing strategies, and supply chain efficiency, ensuring operational efficiency and sustaining its competitive advantage in the e-commerce industry. 

If there is one company that is serious about making data-driven decisions, it’s Amazon.

2. Netflix: Netflix uses data analytics to personalize viewing experiences for subscribers by analyzing habits, preferences, and app interactions, tailoring content to increase engagement and satisfaction. 

Additionally, the platform uses data to inform content acquisition and production decisions, investing in original programming based on audience demand. This data-driven strategy has made Netflix a leader in the global streaming entertainment industry.

3. Airbnb: When Airbnb, a platform that connects travelers with unique accommodations, launched, the founders noticed a pattern in their sales data. They found that sales from houses with poorly taken pictures were low. After analyzing the data, they correctly concluded that customers were not booking these houses because of poor pictures. To address this issue, Airbnb decided to employ professional photographers. They noticed an immediate increase in bookings!

Furthermore, Airbnb uses machine learning algorithms to enhance its search and recommendation systems, helping users discover relevant listings tailored to their preferences and budgets.

4. UberEats: UberEats, the food delivery platform of Uber, the global ride-hailing company, uses predictive analysis to make intelligent decisions. They analyze past delivery data to determine areas where many people want food. The business considers variables like time, day, and location, including the number of orders made and completed in different parts of the city. 

They then inform drivers ahead of time to go to these busy areas. These ensure prompt deliveries and customer satisfaction. Through predictive analytics, Uber Eats can anticipate when and where more orders will get placed, allowing them to assign drivers more efficiently, resulting in smoother deliveries and happier customers.  


Data analytics is essential for business success in today's digital age. From descriptive and diagnostic analytics to predictive and prescriptive analytics, each type offers unique benefits for organizations seeking to leverage data-driven approaches to enhance competitiveness and drive business growth.

If you own a business, now is the time to embrace data analytics as a fundamental tool for success. CI Cryptosolutions has a dedicated data analytics team helping businesses leverage data to foster a culture of data-driven decision-making. With our service, your organization will unlock new opportunities, mitigate risks, and optimize operations for sustained success in the ever-evolving marketplace. Our data analytics strategies will help your businesses stay ahead of the curve, adapt to changing consumer demands, and drive innovation to achieve business success. The future is data, and we are already shaping it.

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