When you own a small business, it can be challenging to target your customers. That's because doing so requires capital, workforce, and resources big companies have.

However, it does not mean you cannot do anything about it.

According to Michelle Dipp, the co-founder and managing partner of Biospring Partners, "You need tried and tested data analytics tools to make informed business decisions."

From there, you can have an insight into what makes your target market tick.

For instance, how will you know if your online presence is as strong as your brick-and-mortar store? How will you know if your marketing campaigns are making a positive impact? What does your target audience think about your brand?

These questions can be answered with the correct data. That said, we have listed down nine powerful data science and analytics that you can use for your small business:

1. Google Analytics

When it comes to the most relevant website analytics, Google Analytics is your best friend.

What's cool about the Google Suite, in general, is that you can sync your accounts. Meaning, you can use one login detail for your Google Analytics, Google Search Console, and Google AdWords.

Thus, there is no need to switch from one login account to another to check how your website traffic, PPC campaign, and keyword rankings are doing.

Thus, you can have a robust data collection and analysis. From there, you can measure whether your efforts are bringing in desirable results for your small business.

"Desirable results" include increased organic traffic, quality lead generation, improved conversions, and an increase in revenue.

2. Crazy Egg

As a small business, you also need to keep track of your traffic and understand users' trends that interact with it.

One way to measure how a website performs is through its organic traffic. Crazy Egg allows you to embed these features on your site to improve its overall performance.

It also allows you to take web page snapshots and develop reports that reflect users' click behaviors.

Apart from that, it comes with a recording feature that lets you track how visitors are navigating your website. It comes with different price ranges, perfectly tailored for the requirements of your small business.

3. SAS

Short for Statistical Analysis System, SAS is a software program created by the SAS Institute.

It is primarily used for statistical modeling, but you can also use it for business intelligence, data management, multivariate analytics, and predictive analytics.

First released in 1976, it quickly became one of the best tools for statistical modeling.

With SAS, you can access several analytical software tools. These tools enable you to mine, update, extract, and manage data from different sources. You can then apply this statistical analysis after you collect and process data.

4. Kissmetrics

Kissmetrics is an excellent tool if you want to maximize your ROI in marketing.

This allows you to identify prospective customer segments and various social media campaigns. That way, you can identify and analyze the people who are engaging with your small business.

In addition, you can participate in Kissmetrics’ web-based training. This is to improve their marketing campaigns, articles, and infographics.

Like with other tools out there, Kissmetrics provides a limited-time trial period. This allows you to decide whether this particular product fits your company's requirements.

5. Tableau

Tableau is a tool specifically used for data visualization and business intelligence. It can also query relational databases, spreadsheets, cloud databases, and so much more.

As such, you can convert these databases into highly interactive dashboards. It is also excellent for people who don't have any programming expertise.

It's also quick and can analyze millions of rows in just a matter of seconds since you won't need any previous programming expertise. To visualize the data, it also relies heavily on drag and drop.

It also comes with a free variant called Tableau Public which lets you share your visualizations on a public platform.

6. Alteryx

Alteryx is another excellent tool that provides you with advanced data mining and analytics.

This tool lets you present data in a simple and easy-to-understand way. This also integrates your business' internal data with the information that's available to the public. Hence, you can make more sound business decisions.

Alteryx also provides you with business insights, allowing you to create graphs, storylines, and interactive reports on your dashboard.

Additionally, it also comes with collaboration features that allow team discussion.

7. Qualtrics

If you don't have rich sources of data, then research could be the answer.

This tool allows you to conduct a wide range of studies and surveys to gain insights into data-driven decisions.

It also recently introduced Qualtrics Experience Management, otherwise known as Qualtrics XM. It features four applications that enhance and manage the client or customer-related experiences.

8. IBM Cognos Analytics

IBM Cognos Analytics lets small businesses do advanced and predictive business analytics.

The tool itself doesn't require any previous skills in advanced data mining and analytics systems. It automates the process for you instead.

These self-service analytics solutions give you access to an array of services. This includes data collection, refinement, and warehousing.

The IBM Cognos Analytics also provides you with the tools to prepare and present actionable data.

9. InsightSquared

This is an analytics tool that's tailored for sales management. You no longer need to analyze spreadsheets, as you've already provided an automatic tool to collect data.

It also offers sales intelligence to enhance small businesses' performance. This includes lead generation services, active monitoring, profit analysis, and so much more.

InsightSquared's Revenue Intelligence Platform is now available at HubSpot's app marketplace. It is also a featured app, making HubSpot's new sales hub enterprise even more potent than it is.

Overall, it's an excellent tool for tasks that are business-intelligence-related.

The Bottomline

Once you explore the data analytics tools listed above, you will realize that even small businesses have more power than ever.

Whether you have a mom-and-pop shop or a startup, these tools can give your business the chance to experience incredible growth. That's because you are equipping yourself with the correct data to make an informed business decision.