One of the most overlooked parts of running a small business is how you handle data. And I am not just talking about spreadsheets or fancy tools. I mean the everyday way you collect and understand information about your customers your sales and your business as a whole.
What I have come to realize is that many small business owners already gather data. But they make a few simple mistakes that stop them from using it well. These mistakes can quietly hold your business back without you even realizing it.
Let’s talk about some of the most common ones and how to fix them.
Not giving your data enough context
Imagine this. You write in your notebook A man in a red shirt bought something today. That sentence may feel like a nice reminder but the truth is it has no real value.
Now compare that with this. Mr Tolu age 49 bought two bags of rice at 2pm on a Tuesday.
That second version is useful. You now have a name an age group a time a product and a day. That is data with context. That is information that can be used. If ten more people like Mr Tolu come around the same time every week you now have a pattern.
Most times people write vague notes or keep half stories in their heads. But the goal is to capture the full picture. The more clearly you record what is happening the easier it becomes to understand and grow from it.
Collecting data with no structure
Some people use voice notes some use paper some use screenshots and others try to keep it all in their heads. The result is confusion. You cannot trust your memory to hold important business insights.
What works better is choosing one method and sticking with it. It can be a simple notebook with clear labels. It can be an Excel sheet or Google Form. Whatever it is make sure you are consistent. That way when it is time to look back at what you have gathered everything is in one place.
Even better if you can automate some of it. But the first step is having structure.
Gathering data without knowing why
Another mistake I see is collecting information without any real purpose. People write down things because they were told data is important. But when I ask what they plan to do with it they are not sure.
Before you collect anything ask yourself what problem you are trying to solve. Do you want to know your best selling product. Do you want to track which location brings in more customers. Do you want to know what time of day is busiest.
Once you have a goal it becomes clear what to track and how to track it.
Ignoring the data you already have
Sometimes the problem is not that you are not collecting data. It is that you are not using it.
You may have ten customer forms filled out or months of sales records. But if you never sit down to look at it and ask What is this telling me then you are missing the point.
Set aside a little time each week or month to review what you have gathered. You do not need to be an expert. Just ask yourself simple questions. What patterns do I see. What has changed. What can I try next based on this.
The value of data is not in collecting it. The value is in what it helps you do differently.
Tracking too much or too little
There are two extremes. Some people try to collect everything and get overwhelmed. Others collect nothing and rely fully on memory and vibes.
The sweet spot is knowing what is truly useful to your business.
Start with these basics.
Who bought from you
What they bought
When they bought it
How they found you
And any comments or complaints they gave
That is enough to start spotting trends making changes and getting better.
A small recommendation that can help right now
At Data Fellows we created a free tool called BizPilot. It helps you take everything you know about your business and turn it into clarity in just a few minutes.
You answer a few questions about your business and it gives you helpful insights based on your answers. It is not magic. It is structure. The kind of structure that makes you think clearer and act smarter.
You can try it for free at datafellowsai.com
We are also quietly building something more advanced for business owners. A tool that will not only give you clarity but walk with you through your decisions and help you manage your business every day. But for now BizPilot is a good place to start.
Running a business is not easy. But you do not have to stay in the dark. Start by fixing the little mistakes with how you collect and use your data. With the right habits your business will start showing you where to go next.
I will see you in the next article. Until then stay focused, stay curious and stay data driven.
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About the author
Tobi Oladimeji is a seasoned data professional and community leader committed to helping small businesses leverage data for better decision-making. With experience across industries and regions including Canada, India, Australia, UK, US and Germany. Tobi brings a global perspective to solving complex business challenges.
His leadership journey began at Landmark University, where he served as Assistant Academic Director, Academic Director, and ultimately President of the Nigeria Association of Computing Students (NACOS). There, he built strong academic and professional support systems for students, fostering a thriving tech culture.
In 2021, Tobi was named a top 17 finalist in the Global Data Hackathon hosted by 10alytics, showcasing his technical expertise and ability to collaborate across cultures and time zones.
In 2022, he founded Data Fellows, a platform & community that connects over 800 data professionals with small and medium-sized businesses. Through Data Fellows, Tobi has built a community focused on mentorship, collaboration, and delivering accessible analytics solutions that help businesses unlock innovation.
In 2024, Tobi was accepted into the League of Innovators, Canada’s top accelerator for young founders under 30, and was featured by AfriBlocks, a Techstars-backed platform that highlights high-impact African professionals.
Tobi’s mission is to empower businesses and professionals by building scalable solutions, fostering collaboration, and creating lasting relationships.
