By Jenny Holly Hansen | WBN News | May 14, 2025

In today’s connected world, customers expect more than just great products or services—they expect experiences that feel personal, relevant, and timely. That’s where data comes in. From tracking buying habits to analyzing feedback and engagement, data has the power to transform how businesses connect with their audience.

But here’s the challenge: while most businesses are collecting data, many struggle to do anything meaningful with it. Without advanced analytics tools or in-house expertise, turning raw numbers into actionable insights can feel overwhelming.

So, how can businesses overcome this gap and start using their data effectively?

1. Start with the Right Questions

Before diving into dashboards or datasets, I always ask: What do I want to learn? Is it how customers find my business? Why they leave? What products they prefer?

When you start with clear questions, you can focus your data collection and avoid being overwhelmed by irrelevant metrics.

2. Centralize Your Data

One of the biggest hurdles I see is fragmentation. Sales data might live in one system, customer service records in another, and web analytics somewhere else entirely. This siloed approach prevents teams from seeing the full picture.

Even if you don’t have a high-end data warehouse, cloud-based platforms like HubSpot, Zoho, or even Google Data Studio can help bring everything together.

3. Use Tools That Make Data Accessible

Advanced analytics doesn’t have to mean hiring a team of data scientists. Many modern tools use artificial intelligence and automation to deliver insights in plain language. Look for platforms with built-in dashboards and predictive analytics that surface trends automatically.

For example, e-commerce tools like Shopify or Klaviyo can show which customers are likely to churn or which marketing messages drive the most revenue—without needing to write a single line of code.

4. Personalize, But Respect Boundaries

Data allows us to create personalized experiences—recommendations, targeted emails, and custom offers. But there’s a fine line between helpful and invasive.

I’ve found that transparency is key. Let customers know what data you collect and how you use it. Tools like consent managers and privacy dashboards help maintain trust while still delivering value.

5. Invest in Data Literacy

You don’t need to be a tech giant to leverage data well. What you do need is a team that understands the basics. Even a short training session on how to read reports, segment audiences, or interpret customer feedback can make a massive difference.

Encouraging curiosity and a culture of learning around data pays off—because the real magic happens when your people feel empowered to ask questions and test ideas.

Final Thoughts

Data has the potential to deepen customer relationships, sharpen decision-making, and drive growth. But only when it’s used well.

You don’t need the most expensive platform or a team of analysts to get started. What matters is having a clear goal, the right tools to support you, and a commitment to continuously learning.

In the end, the businesses that thrive won’t be the ones with the most data—but the ones that know how to use it to make their customers feel seen, understood, and valued.

Let’s Keep Talking:

Jenny is a business insurance broker with Waypoint Insurance. With 19 years experience, she will well versed in the technical aspects of business coverages.

She can be reached at 604-317-6755 or jholly-hansen@wbnn.news. Connect with Jenny on LinkedIn at https://www.linkedin.com/in/jenny-holly-hansen-365b691b/.  Connect with Jenny at BlueSky: https://bsky.app/profile/jennyhollyhansen.bsky.social

Let’s Meet Up:

Jenny Holly Hansen is a cohost with Chris Sturges of the Langley Impact Networking Group. You are welcome to join us on Thursday’s from 4pm to 6pm at: Sidebar Bar and Grill: 100b - 20018 83A Avenue, Langley, BC V2Y 3R4

TAGS:  #Jenny Holly Hansen #Technology #Meaningful Customer Experiences

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