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Research shows that small businesses benefit from the insight offered by customer data, and they share those insights with employees and others in their organization to strengthen business efforts.

An athletic-shoe maker, for example, learned by analyzing data that adults in their 50s and 60s were a prime market for its products. In response, when the company's team visited retail stores for promotional events, they no longer tried to woo younger shoppers and instead focused their attention on Boomers, which improved events productivity. Experts advise SMBs to start small yet scalable with Big Data, exploring just three or four questions they need to answer before increasing functionality and expense.

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