Datadriven beslutsfattning : Beslutsfattning i mindre företag med hjälp avdatainsamling, visualisering och segmentering

Sammanfattning: For smaller business it is important to have good and concrete data to make decisions because there are no big margins to test and fail or go on intuition. The purpose of this study is to create an understanding of how data can be used as a decision-making tool in small business. This paper studies the data two smaller companies collect and how they use the collected data. The study has a qualitative method with interviews which have been used for collecting result. The informants were selected based on their previous knowledge and experience.The collection of data in smaller business is both from internal and external sources that complement each other. It is important to have an understanding and knowledge of the visualizations otherwise it can be misleading. Visualizations are used to find patterns, trends and other affecting factors in the data. Segmentation is used by smaller business to understand their target market, customers and which customers they should direct their attention to. Data-driven decision making uses different sources of information, visualization and segmentation. With data-driven decision making it is important to maintain the overall perspective of the business, while all parts of the business are involved in the process.