As the Holiday Season Approaches, Small Businesses Report Putting Small Data to Good Use

WALTHAM, Mass.--(BUSINESS WIRE)--While most small businesses are not swimming in a sea of Big Data, a commanding majority (79 percent) are using reporting and analytics to inform their business decisions. According to new survey data from Constant Contact®, Inc. (NASDAQ: CTCT), 73 percent of small businesses surveyed believe data can help them grow their business by finding new customers. Big Data is a different story, with 60 percent saying they do not use Big Data tools. Uncertainty remains a factor in the Big Data equation, with a full 25 percent of respondents reporting they are not sure if they use Big Data tools. When it comes to the most popular uses of reporting and analytics during the all-important holiday season, small businesses are using it to identify which products and services to market (66 percent), as well as where (52 percent) and when (51 percent) to market.