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Chapter 6

SMEs and Analytics

6.1 Introduction

SMEs have more funds available as compared to entrepreneurs and much less than the large corporations.
In this chapter, the use of Customer Analytics is detailed for SMEs and a variety of tools available to
SMEs apart from the simple Google Analytics are described with their capabilities. SMEs can make
tremendous progress due to their small size depending on the customer analytics as they can respond to
customer behavioral changes much faster than the large corporations. The small size of the SMEs is a
blessing for them which gives them the maneuverability necessary for efficient and effective responses to
customer perceptions and thought patterns. In case, the SMEs would like to lower their costs of Customer
Analytics, they can always choose small service providers as compared to large ones. The chapter
discusses in detail how the SMEs can take full advantage of the Analytics to read the pulse of the
customers and respond accordingly as fast as possible.

6.2 The power of Quantification

Nate Silver, an analyst who had successfully predicted the outcomes of elections in 2012 in the United
States in all 50 states opines that the use of analytics; especially the predictive analytics can bring both
success or failure however, he stresses that when there is a denial of involvement in the process, the
chances of failure would rise. Placing demands on data means should be preceded by making demands on
ourselves first. Based on this quote, it is easy to fathom the importance of data driven analytics and the
role that an organization needs to play. Non-involvement would only increase the chances of failure.
Whatever in the world that can be digitized is easily quantifiable. Quantification means that it can be
easily measured as well. Thus, we can contend that if we can measure something, we should be able to
predict (based on trend etc.). The capability of prediction based upon data can place great power at the
disposal of organizations that can then steer their own path towards progress and success. All fields in the
world today are being directly affected by the ability to predict based on data i.e. by using analytics. With
passing time, the hiatus between science and business is closing however, it is not proceeding at the pace
it can (Symes, 2014).
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Quantification is the source which gives confidence to the decision maker and he knows that any
decision based on quantified data is close to reality if not 100%, at least to a great extent. This is totally
different from the situations when the decision makers take decisions based on ‘guess work’ or ‘hunches’
or ‘gut feelings’. Moreover, quantification leads to agreements on decision making in case there are more
than one decision maker. Reports and analysis of data that are generated on the basis of facts would
normally harmonize the decision-making process of various individuals regardless of their backgrounds
and even cultural differences.

Figure 1Analytics are high growth enablers Source: (SWAGATO CHATTERJEE, 2015).

6.3 Broadening the SME horizon

Some SMEs opine that SaaS (Software as a service) and the analytics cannot be afforded by
SMEs as they might involve heavy monthly or annual payments. Moreover, they also sometimes are of
the view that these are not essential for their business, at least not at their level and that only large
organizations can use them and benefit from them. For those who think like this, analytics appear to them
as some sort of 'luxury' which only the corporations can afford. However, this type of thinking is totally
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misplaced. The data sets held by SMEs are usually related to only a few aspects of the business and do
not cover the entire range of data that the SMEs can collect and utilize. Big Data and the associated
analytics can open a wide range of possibilities and broaden the horizons of how an SME operates. To
know how the horizons are expanded, a look at Tesco and Amazon would yield valuable information.
Both these businesses can respond to real-time data movements and provide quick and reliable customer
related insights. In fact, such organizations as these must perform analysis on a 'huge' amount of customer
database. The SMEs on the other hand would be able to perform similar analysis rather easily due to the
size of the customer database which would be much smaller. SMEs can thus increase their effectiveness,
efficiency as well as short and long term performance related to the most vital business processes (Symes,
2014).

6.4 SMEs can use Big Data easily

Smaller business and SMEs can very easily make good use of Big Data using the cloud
computational services which are freely available to public. These public cloud services can be easily
used by SMEs for storage and analysis of the data. However, in the present-day scenario, the Big Data
demand has become extensive and the IT companies and businesses providing these services are under
pressure because of this rush on demand. Not only the amount of data has grown tremendously, the types
of data sets have become many fold. It is for this reason that the 'menu' offered by Big Data companies is
now too vast and the SME must be able to choose only the right tools that would fit its business. it must.
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Figure 2 Benefits of Big Data Source: (Invoice, 2016).

also ensure that the Data service provider is efficient can d capable enough to deliver the services and the
desired analytics aptly and accurately and that it has proven experience or capability of doing the same.
Many experts believe that Big Data can prove to be a 'double edged' sword and if it is not properly
processed, it can actually end up harming the business more than doing any good. Therefore, the ability of
the Cloud providers to provide consultancy and advice on the proper implementation of the Big Data and
associated analytics on the company's business are extremely important. It has often been witnessed that
the SMEs are unable to precisely define how they want to use Big Data and this can seriously affect the
implementation programs. In case, the SME finds itself overwhelmed and does not possess the necessary
expertise to define crucial business operations to collect and analyze data for them then it is in its own
interest to 'outsource' this service to an outside firm. A lot of wastage of valuable resources and time
would be avoided if the SME takes the decision on 'Outsourcing' at the right juncture (Symes, 2014)

6.4.1 SMEs can partner with smaller service providers

It would be in the interest of SMEs to partner with smaller data analytics service providers instead
of choosing large ones. The smaller service companies would be able to give more time in assessing the
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Figure 3 Vendor selection for SMEs Source: (For sme's cloud based services is the default way forward,
2014).

needs of the SMEs and would be more empathic to their day to day problem and issues. They would also
be more 'agile' due to their small size and flexibility would allow them to go out of the way in proving the
needed services to the SMEs. The data collected might be having a lot of different insights into consumer
behavior and the extra time available to the small service providers as compared to the large ones and

their passion to dedication to the SMEs would enable them to dig into many deep insights that the large
ones might miss due to lack of time at their disposal and their inability to focus on SMEs as much as they
do on large corporations. As 'one size can never fit all', it is advisable that the SME spends as much time
as possible as what it considers 'valuable' and what is 'relevant' or not to the organization. SMEs need to
concentrate on their 'customer’s' needs' and focus on these. They can supplement this emphasis by
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including data and analytics on the business environment as well so that market and competition
relationships are also factored into the analysis. The 'Quantified Enterprise' phenomenon is on the rise but
at the same time the value of 'human relationships', 'motivational factors' and 'inter-personal relationships'
is also rising. Therefore, the data analytics need to incorporate many aspects which are all relevant to the
successful operation of the SME in the future (Symes, 2014).

6.4.2 Connecting the business with data

The SME owners would benefit on a personal level as well once the enterprise is connected with
the data. The company benefits collectively as well as the persons working for it on a personal level too.
The performance of individual becomes measurable and thus the persons can assess and rate themselves
better. The data about the personnel is created by the execution of various projects or through business
communications between different teams or individuals. Just like weather monitoring is very old but the
tools used to do it and the techniques employed have improved through times. Similarly, the activities and
the on-goings of the SMEs need to be monitored with newer methods, tools and techniques now.
However, just like in the case of weather, no one would try to measure snow, similarly, the enterprise
must decide to measure the relevant data only and get the analytics done exclusively on that. The amount
of data collected in the last 6 or 7 years is so huge that in one single year of 2011, the data created could
have filled 57.2 GB iPads with 32 GB memory (Symes, 2014).

6.4.3 The Impact of Big Data

The relationship between the SME and the big Data would be a transformational one. The
enterprise would become more productive and the individual employees would have a positive impact as
well. They would attain a greater control over the services they require and the data to them would be
available at all locations at any time wherever they are and on any device of their choice. When SMEs
would turn into 'Quantified Enterprises', they would be more powerful than ever before regardless of their
size (Symes, 2014).

6.4.4 Transformational change taking place

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Big Data and associated analytics are transforming large organizations and the same
transformation can take place in SMEs as well. SMEs have not come forward and reared the benefits of
Big Data but gradually they are rising to the occasion. The author of 'Digital Exhaust', Dale Neef strongly
supports the implementation of big Data analytics in SMEs for their benefit. Most organizations as per
Neef are using Big Data for Customer-facing purposes. It is also used for advertising purposes and the

Figure 4 Satisfaction levels are high with Big Data Source: (Gaur, 2015).

data can also be sold to anyone who needs it. Most of the customer oriented Big Data is not structured and
uses NoSQL and Hadoop technologies and others that can avail the data pipeline. Neel further elaborates
that 80% of the businesses using Big Data are engaged with less than 2 petabytes of data. At least 605 of
the Big Data using organizations just want to have good analytics from the data they already have at their
disposal. Common analytics can very easily as per Neef accomplish this purpose (Burns, 2015).
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6.4.5 Role of CIO with Big Data

A lot of companies which are engaged in sales and marketing and since most of their Big Data is
related to the sales and marketing function as well as it is customer oriented are now employing the
services of Chief Marketing Data Officers. These are people who understand the marketing function very
well and are apt at dealing with data as well. The CIOs on the other hand do not exactly possess these
sorts of skills. The organizations would still require those types of people who are proficient in the use of
Hadoop and NoSQL but that is not sufficient to handle and 'use' Big Data. Basically, data analysts and
data scientists would be required. It would be their job to come up with which method and source would
be utilized by the business to 'pull' the data. Their skills are very different from the ones possessed by
CIOs. The skills which these people have follow methods and these are hypothesis related. As such
doctorate level candidates, would be required to fill such positions (Burns, 2015).

6.5 From Traditional Business Intelligence to Big Data Analytics for SMEs

SMEs on the other hand might not be willing to dabble into getting data of their own or hiring
data analysts and data scientists. As per Neef, this forces them to utilize only one option they are left with
and that is to use the cloud computational services from cloud services providers. It is not possible for
SMEs in general collect all possible data on all of their customers and store the data in-house at their
premises. For this reason, they prefer to rent the services from cloud services providers. However, this
does not mean that the entire activity of handling and analyzing the Big Data would be executed at the
cloud end and properly generated reports exclusive to what the companies wants would be delivered to
the SMEs. They must have at least one person on-board who has the required skills to decide which data
sets are going to be used and how does the SME plans to use them. This essentially means that the SMEs
need to have at least some expertise on this matter and this is the part which is responsible for the SMEs
not reaping the benefits of Big Data Analytics to the extent they should have. Even in the coming future,
many SMEs would continue to face this problem as they would not have anyone skilled enough to make
crucial decisions on what data sets need to be utilized and how they would be used. Therefore, turning of
the Big Data directly into sales and revenue would not be ideally achievable in the near future at least. It
is interesting to note that 90% of the top IT salaries belong to the Big Data related individuals. Most of
the talented experts are being quickly picked up by large organizations. This could be a problem for SMs
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as the CIOs do not possess the right skills for this type of collection and analysis of data. Moreover, the
ability of the SME to process this type of data on premises are not there. As mentioned earlier, SMEs do

Figure 5 Big Data Analytics Market Source: (Big Data Analytics, 2017).

6.5.1 How can SMEs hire the Ph/D IT experts as data analysts and data scientists?

attempt to hire cloud services to accomplish what the large organizations are doing themselves, however,
on-site expertise of data analysis and data science are mandatory for the successful usage of the Big Data
and the associated analytics. As per rules of economics, it would take some time before many young
people start to get interested in these technologies and with time as their population rises, it would be
relatively easier for SMEs to be able to hire such people at the salary levels they can afford (Burns, 2015).
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Dale Neef contends that at least at present, even large companies like Target and Wal-Mart which
have invested heavily in Big Data are not reaping any immediate benefits in terms of increasing sales by a
leap or in the way that they interact with their customers or vice versa. Moreover, their stock performance
has also not reflected any great change as a result of such investments. However, it must be noted that a
certain 'global shift' is definitely taking place and companies all over the world are convinced that they
need to 'get into' Big Data in order to give the best to their customers but again there is no massive change
taking place in sales for such companies. Thus, at least in the short run, the Big Data engagement would
not immediately turn the sales up and bring a deluge of revenue for the companies. Perhaps, it is the
shifting of resources from the more traditional TV and print advertising and the related marketing
strategies to more towards internet and mobile marketing and associate advertising. The same might
prove true for small companies (Burns, 2015).

Perhaps not using the new Big Data and analytics technology would retard the progress in sales
for those companies that are not using these new technologies i.e. those which utilize these new
technologies at least have a chance of maintaining their level of sales and looking forward to growth
while those who would prefer to stay away might start shrinking in terms of sales and revenue in the near
future. This means that even status quo would probably only be managed by those who would indeed
spend on new technologies simply because their efficient competitors are doing so. Moreover, while
large organizations would use these technologies and compete with each other, the SMEs investing in
these technologies would at least have the advantage of going after large organizations as competitors
because their data would be almost of the same quality as that of the large organizations while their
operating costs would be lower. Therefore, from this angle, the SMEs would seem to benefit more from
such investments in raising their profile and competing with larger organizations instead of remaining
‘small’ in terms of the quality of the services or products they offer and the competition they offer to large
organizations.

Thus, SMEs do need to focus their attention on data warehousing and Business Intelligence
activities that generate reports for managerial decision making based on evidence and real data without
any guess work or 'gut' feeling or hunches. Both Bi tools as well as the Analytics tools are ideally suited
for SMEs to make the investments and these would pay off both in the short and long run. In terms of
percentage increase in sales and growth of the company, the SMEs stand a higher chance of scoring better
than large organizations if they implement a Big Data and Analytics policy intelligently and smartly
emphasizing on quality data and keeping track of their customers and markets though business
intelligence.
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6.5.2 Rising above the SME status

For exactly the reasons mentioned above, the SMEs have a chance of not reaming SMEs if they wisely
invest in Bog Data and Analytics. Big Data and analytics are actually power tools as they empower an
organization. While the SME Managers are making decisions, the availability of analytics would help
them make decisions better and quicker and since these decisions would be based on data and evidence,
these would likely be more successful in achieving company goals as compared to the decisions that used
to be made without the use of data and analytics. It is also possible for company managers to play out a
variety of different scenarios by tinkering with the data available and then using the analytics tool to run
analysis for each of these different scenarios. Moreover, very useful business intelligence can be
obtained. As mentioned many times in this chapter, the key to success is to know exactly what data the
SME is interested in and what methods is it planning to use to process the data into useful analytics
(Sandeep Arora, 2013).

6.6 Market Research and Analytics combined

Rationally data was collected by various organizations using market research. The consumers
were studied either by companies directly or through the facilities provided by third party service
providers which were specialized market research companies. These days, technology has brought a sea
change in the way the data can be collected. This is literally leading to a 'data revolution'. There are many
channels and mediums available on which the consumer attitudes, preferences and tastes are continuously
being measured and massive amount of data is being continuously generated resulting from these
activities on these channels. When this 'data' is analyzed or processed using the power of the analytics,
very deep insights into consumer behavior are obtained. Some experts even go the extent of theorizing
that data needs to be collected via both the traditional market research and also through the new
technologies that generate data as a result of consumer activity and this would result in understanding
customer attitudes through market research and customer behavior through analytics. Such experts are of
the view that Market Research and Analytics must not be looked upon as two different 'silos' but they
should be integrated to get the best results regarding customer attitudes and behaviors and that decisions
must be based on both these two considerations (Sandeep Arora, 2013).
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Figure 6 Market research along with analytics Source: (Wilson, 2017).

6.6.1 Analytics as the great leveler of the field of operation

Data Analytics are indeed a great leveler for SMEs. It is possible for them to directly compete with large
players in the market. Consumer insights and the quality of data they are extracted from is the key to
success in the market. If the quality of data is as good as the one being collected by larger organizations in
the market, the SME has the ability to directly compete with the larger players in their field of operations.
From the very beginning of the business processes which include product or service design, pricing the
product or service as per market research or consumer analytics, advertising and promotional campaigns
and their testing on pilot scale, branding the product or service, and finally the level of customer service
and support offered, the SMEs would be able to harness the power of Big Data analytics and use it to
produce offerings that are compatible in quality and competitive in pricing to the ones being marketed by
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their larger competitors (Sandeep Arora, 2013). In fact, most of those large organizations would not even
consider the SMEs as direct competitors as they would be operating using market segment approaches
until they find that the SMEs have actually equaled them in product and service offering and in the prices
as well.

6.6.2 Manual recording system still prevalent

Many SMEs are operating without proper digitization of their data. They continue to use
handbooks and user manuals, service manuals etc. as they were doing twenty years ago, Once the SME
decides to start using analytics, it needs to bifurcate the data into structured and instructed classifications.
Amid the unstructured data classification, father sub-division can take place in terms of digitized and
undigitized data. There are a variety of different technologies available which can be utilized for
digitization and most are automated. It is important for every some to understand that at some point in the
future, it is imminent that the data they have be digitized so why not take this step as soon as possible to
save higher costs in the future. It is not possible for an SME to rise above the SME status as long as its
data is in the manual form. Many people and managers who are not comfortable using technology should
not seriously start considering how to learn and make the best use of it. This would be beneficial for them
in making 'informed decisions' (Sandeep Arora, 2013).

6.7 Big Data for Small and Medium sized firms

There are many tools available to SMEs for dabbling into the world of analytics and make good use of
their enormous power. In the era that followed the spread of the PC for computing everywhere, many
solutions are now available and many companies are offering deep and valuable insights into the
consumer behavior which can be very useful for SMEs. The most widely known and widely practiced in
indeed Google Analytics. However, it does not cover the entire gamut of demand. There are many other
tools which perhaps offer a lot more insight into the use of the website, mobile app or the promotional
campaign launched on digital platform by the SME advertiser. The customer understanding can improve
a lot after the use of these tools and very early indicators of sales potential can be searched and
discovered. The tools besides Google Analytics that can be used directly by SMES are mentioned here.
From among the modern analytical tools, Mixpanel and Kissmetrics are extremely customer focused and
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very user friendly, and among the social analytical tools SocialBench is very effective in relation to
dialogs with customers on various social networking platforms. There are also many applications like
Chartbeat which have a special emphasis on real-time data (Big Data, Small Firms – Analytics Tools for
SMEs, 2017).

6.7.1 Special emphasis on customer

The solutions just do not measure revenues and the conversion rate of customers visiting their sites. The
SMEs require a lot more information to develop future for product introductions and marketing. The
analytical solutions however, need to be deployed on a continuous basis and there should be no gaps in

Figure 7 Kissmetrics Source: (kyVerge, 2017)

between. The solutions can observe how a certain visitor got to the website, how he uses the website or
mobile app, and what possible options exist that can be used to convert the website visitor into a
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customer. Conventional analytical solutions used to focus on the number of times the pages were viewed,
visitor counting, and other collective or aggregated statistics for analysis. However, these totally miss out
on the infidel customer. The modern analytical tools are highly customer focused. known as 'Customer
Analytics', and these focus entirely on the behavior of each customer. (Big Data, Small Firms – Analytics
Tools for SMEs, 2017).

6.7.2 Real time customer focused data

Mixpanel can log all the customer related events in real time. It is by far one of the best solutions
that exist on Customer Analytical solutions in the solutions market to date. Kissmetrics is a part of this
solution which has been developed by a software solutions firm based in California, USA. This solution
can identify the user who is clicking and keeps track of the user in real time across multiple digital
platforms such as Facebook, Twitter, Google Search etc. It also keeps track of what these individual
customers are doing on these digital platforms. Very detailed and easy to use Customer Data profiles are
prepared by the solution and these are made available to the SME. The SMEs by this solution would be
able to generate reports on each customer detailing his or her profile and what and when the person did on
which digital platform (Big Data, Small Firms – Analytics Tools for SMEs, 2017)

Woopra

Kissmetrics has a directly competing solution as well. It is called Woopra. Like Kissmetrics, it can create
detailed customer profiles after collecting data on their behavior online on various digital platforms
however, it does that with the sales and marketing teams and their needs and ways of operation in mind.
It has the extra capability to generate reports that are suitable for sales and marketing managers. It has
tremendous flexibility when it comes to generating reports and can generate them from various angles of
perception and way of looking at data. Many professional sales and marketing people who do not like to
use OTC (off-the-shelf) software solutions would want to use a solution like Woopra to satisfy their extra
work related requirements. It also has very high quality mobile apps which run on both Android and iOS.
Thus, the sales and marketing professionals have the KPIs of the customers (Key Performance indicators)
right at their fingertip while on the move (Big Data, Small Firms – Analytics Tools for SMEs, 2017).
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Figure 8 Woopra Analytics Source: (Woopra, 2017).

6.7.3 Solutions measure customer engagement and customer retention

The solutions concentrate on such aspects as to which features of a product are used frequently by
customers in general? Moreover, factors like the retention rate of customers in a certain region or
territory are examined as well. The SME would also be able to collect information on how when and in
what situations the customers use their mobile apps. One of the solutions that does all this very well is
Mixpanel. Loaded with an SDK (Software Development Kit), it has the capability to let the SMEs log all
possible user events in real time as they occur. SME users; the sales and marketing sections could very
easily tinker with the solution a little bit and tweak it to perform the analysis on some special user actions
which the teams consider more important from their business’s point of view. Mixpanel would then go
ahead and monitor and record all those actions. Once all the data has been collected, the solution prepares
charts and graphs so that the data can be presented to the managers in the form that they understand the
best. Moreover, the data is also sent to the report generators which generate managerial reports along
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with graphic visualizations. The solution has the capability to send these reports and graphs via email to
concerned managers or to use the push technology to send notifications to the individual managerial users
whenever required and wherever they are. The solution can also be performed to do all above manually
or it can be programmed to do all this as an automated function which is enabled in the software solution
by the SME user. (Big Data, Small Firms – Analytics Tools for SMEs, 2017).

6.7.4 Mixpanel Clientele

There are some big names that are using Mixpanel for customer analytics. These include PayPal; the
payment solution as well as Salesforce which is a very powerful software solution available to help
salesforce increase their sales and keep track of their customers’ requirement and store their profiles.
Some others include Andreessen Horowitz which is a private venture capital firm that had been
established in 2009 in California and Sequoia Capital which is another venture capital firm from
California that has been responsible for funding technical companies that are now collectively worth $1.4
trillion on the stock exchange. Such a good and successful clientele ensures that the solution would be
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Figure 9 Mixpanel analytics Source: (Kincaid, 2010).

able for quite a long time and with upgrades and new versions every year, it is destined to become a very
important partner of many successful SME businesses as well. The SME managers can use Mixpanel
both from the comfort of their office on a PC or laptop or they could use it on a tablet or smartphone
while being on the move. It offers a very powerful and advanced platform on all these technologies. Its
capabilities into giving customer insights are far superior to those that Google Analytics would be able to
offer (Big Data, Small Firms – Analytics Tools for SMEs, 2017).

6.7.5 Intercom

This solution is not very well known. It is very much like Mixpanel and has a lot of potential to develop
and become one of the best solutions in the market. It is provided as a SaaS (Software as a Service to
subscribers which can be SMEs. It is from a California based solutions developer and is considered by the
developer to a 'Customer Communication Platform'. The main emphasis of this software is the
communication that takes place between the business and the customer. The software solution makes sure
that this communication is free of confusion and misunderstandings and is as crystal clear as possible. the
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user engagement along with customer segmentation are the main areas which this solution targets. This
way, it can assist the SME is sending the right information to the right user at the right time in order to
incite the customer just at the right time to take action which can lead to increased sales. Each and every
individual user can be targeted by this solution thus it takes customer segmentation all the way to the
individual's level. The solution is modular and has 4 distinct modules and these cover the functions of
Sales, Marketing, Product and Support. Therefore, all relevant teams which are customer focused are
covered by this highly potent software solution. SMEs can subscribe to it via the SaaS and can make full
use of it to increase their data processing abilities and make great use of Customer analytics. (Big Data,
Small Firms – Analytics Tools for SMEs, 2017).

6.8 Analytics for mobile platforms

With more and more users staying online literally 24 x 7 as a result of keeping their smartphones turned
on all the time, there is a constant need for the SMEs. and other businesses to gather data and analyze via
mobile analytics. Apple, Google Play store and many other stores including Windows story are now
proving many mobile apps for download. If the SME is engaged in the developed and dissemination of
mobile apps as a part of some larger business or perhaps this is the only development that it does. In
either case, such an SME would need a lot of information about mobile user behavior and thus the
emergence of mobile analytics which are suited exactly for this purpose. As the mobile app market
literally appears extremely saturated, it is not possible for the SMEs to blindly introduce apps into the
marketing and just hope it would attract customers and sell. Besides having a remarkable app, the SMEs
would need to have immaculate marketing strategies as well. They must be able to collect statistics and
develop analytics on it regardless of whether it emanates from the internet or from the mobile apps and
portable devices. Many services are exclusively configured for usage by the mobile users and therefore it
is important to collect analytics related data from such mobile platforms as iOS, Android, Windows RT,
Blackberry, and from the mobile apps themselves (Big Data, Small Firms – Analytics Tools for SMEs,
2017).
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6.9 References

Big Data Analytics. (2017). SME UP.

Big Data, Small Firms – Analytics Tools for SMEs. (2017). CeBit Germany.

Burns, E. (2015). Why haven't SMEs cashed in on big data benefits yet? Research BUsiness Analytics.

For sme's cloud based services is the default way forward. (2014). Slideshare.

Gaur, P. (2015). Big Success With Big Data. PC Quest.

Invoice, M. (2016). Harnessing the power of Big Data to drive SME growth. Market Invoice.

Kincaid, J. (2010). Mixpanel: Mixpanel's Analytics Now Tracking 1 Billion Actions A Month. Tech
Crunch.

kyVerge. (2017). Get Actionable Metrics for Your WooCommerce Store with Kissmetrics.
Woocommerce.

Sandeep Arora, A. M. (2013). Analytics can Help Ensure that SMEs no Longer Remain SMEs.
DataMatics.

SWAGATO CHATTERJEE. (2015). Customer analytics for Startup and SMEs. Slide Share.

Symes, R. (2014). Why SMEs need analytics: The rise of the quantified enterprise. Real Observant.

Wilson, D. W. (2017). The New Insights Imperative: Market Research + Big Data + Predictive Analytics.
Data decisions.

Woopra. (2017, May 11). Retrieved from woopra: https://www.woopra.com/