The use of metrics — analytical data — for the purpose of effectively managing and predicting business performance is nothing new. From the execution of the first business deal in human history, certain information was retained and compiled for the purpose of determining what worked best, as well as identifying those things that are not worth trying again. What is different now is that the rapid advancement of technology has provided businesses with the capacity to compile business intelligence in many ways. Additionally, this data can be analyzed with remarkable scrutiny to predict customer behavior, market volatility, business performance, and more.

Currently, one of the greatest failures of modern businesses is the refusal to optimize the use of analytical instruments and modalities for the purpose of streamlining processes, maximizing performance, and facilitating trusting relationships with consumers. It is also difficult to repeat success when there is no record of how it was accomplished.

Fortunately, the easy access to analytical data provides businesses with a broad spectrum of tools through which they can predict, with great accuracy, the performance and direction of the company moving forward. Following are four ways that businesses can predict their own futures using existing data.

Using Customer Intelligence

With the rapid advancement of technology and the manner in which that technology has been made accessible to the average consumer, customers are substantially more educated about the buying process than at any other time in history. It is no longer about providing a quality product or service, but the creation of a satisfactory customer experience. Using CI allows business to understand what drives customers to make purchases.

Additionally, the data that is compiled on any particular target audience can reveal those things that customers find relevant, which provides the platform for building trusting relationships. When a business understands where the customer is going, they will also be able to determine the best direction for the business.

Predictive Analytics

According to a report released by Boundless.com, the use of metrics created through the processing or curated data provides the capacity help business quantify costs, evaluate outcomes, determine risks and more. One particular type of analytic process, known as predictive analytics, uses a number of techniques, including data mining, machine learning, and modeling for the purpose of analyzing current data and historical facts for the purpose of making predictions concerning future events.

Market Manipulation

While the acquisition of a certain percentage of an industry market is a requisite for long-term success, it should be noted that the portion of the market that is acquired may be of greater importance. When small to mid-size businesses enter into a market that is currently being dominated by much larger corporations, with deep pockets, it is immediately understood that attempting to compete heads up would be suicidal. Understand how the market is moving as far as meeting the needs of the customer can allow smaller businesses to take on highly specified niches within the market — allowing them to stand out and thrive.

Streamline Operational Processes

With the global market being so competitive, all businesses are looking for ways to streamline operational costs for the purpose of protecting their profit margins. The use of data can help businesses identify what models, techniques, and tools to produce the best results, providing the opportunity to eliminate any unnecessary activity and costs. In addition to streamlining operations, many companies are opting to optimize their data and analytics with the use of business information dashboards or presentation tools that allow them to see more data at once.

One thing is certain, the word of data is not getting smaller, it is growing exponentially, and how businesses use that data will go a long way in determining what things will look like for them in the future. Some concerns moving forward will be data acquisition methods, ethics, and security, but as with every advancement, the solution will be created.