Everyone is talking about Big Data, which looks like an advanced technology which requires a lot of investment, however we can also view Big Data as a management concept. Big Data is defined as Volume, Velocity, and Variety. Compared with traditional information, big data sources are diversified, fragmented, and rapidly updated which require advanced technologies for analysis. Cloud computing technology accelerated the development of big data.
In fact, for many SMEs, how to handle the internal information is already a big problem. Therefore, rather than being trapped by the wording of Big Data, SMEs should think about how to organize internal data systematically and make use of existing data for meaningful analysis to support the decision-making process of enterprises.

In the past, SMEs tended to focus on operational efficiency with the implementation of ERP system. However, in the era of big data, we should also consider how to use the system to collect useful data and make the data more valuable through the business intelligence (B.I.) tools. A common example is the collection of data on consumers’ buying patterns and habits, e.g. buying channel, products types, spending amounts, seasonal changes, etc., in order to conduct targeted sales strategy. With the analysis on the result data of related sales and marketing plan, enterprises can continue to develop and adjust their strategies.

Customer Relationship Management (CRM) systems play an important role here. The CRM system can centrally manage the records of various departments and customers as well as different sales activities. In addition, management can effectively manage sales opportunities, and keep track of the salesperson to follow up with customers, auto reminder can be set for follow-up matters. By collecting data about customers and potential customers, companies can predict the future sales revenue and analyze the effectiveness of marketing campaigns.

Of course, while doing internal data analysis, SMEs can think of ways to capture more useful data through different channels. They can consider using some free tools, e.g. Google Analytics to collect and analyze the web-browsing data and understand the interests of visitors. In addition, some social media platforms also provide different analytical information.

We can see that many enterprises still have a lot to do but they have not done on data management. However, the concept of big data has indeed brought a big reminder to all enterprises: information technology and business development cannot be separated. Enterprise will be eliminated easily in the market with just half step behind on IT development.