Learning SMBs’ Perceptions of Data-driven Decision Making

This project aims to gain a better understanding of small- and medium-sized businesses (SMBs)’ attitudes and behaviors as they relate to data-driven decision making. This project will benefit the partner organization and the business community by zooming in the reasons that kept some SMBs from adopting data-driven decision-making strategies. Solving this problem could help the partner organization to increase their persuasion power in selling products to potential clients; also, it could help SMBs to evaluate and improve their decisions regarding data-driven decision-making strategies, thus improving their marketing efficiency.

Faculty Supervisor:

Maureen Bourassa

Student:

Partner:

Pinnacle Marketing Management Inc.

Discipline:

Business

Sector:

Professional, scientific and technical services

University:

University of Saskatchewan

Program: