When most small business owners hear "data analyst", they picture someone buried in spreadsheets at a big corporate company, running reports that nobody reads. Which is fair, that's what a lot of data work looks like in big organisations.
But that's not what I do. And it's probably not what you need.
So let me answer the question properly: what can a data analyst actually help a small business with?
First, let's talk about where most small business owners are with data
You're probably tracking something. Maybe Shopify's built-in analytics, a Google Analytics account someone set up years ago, a spreadsheet that's grown arms and legs. You might glance at the numbers occasionally, but you're not entirely sure what they're telling you — or whether you're even looking at the right things.
Sound familiar?
That's not a failing. It's just what happens when you're running a business single-handedly (or close to it). Data analysis falls to the bottom of the pile because it feels complicated, time-consuming, or like something you need a tech degree to make sense of.
But here's the thing: the numbers are already there.
You just need someone to help you use them.
So, what can a data analyst actually help with?
1. Figuring out what's working — and what isn't
It sounds obvious, but it's genuinely one of the most valuable things good analysis does. Not "here are your traffic numbers" — but "here's what's actually driving your sales, here's where people are dropping off, and here's what the data says you should focus on."
A lot of small business owners are putting energy into things that aren't moving the needle, simply because they don't have visibility on what is. That changes when you have someone who can look at the whole picture.
2. Building a dashboard you'll actually use
Many people connect up Google Analytics and then never look at it again, which I get (I am ashamed to say, in my product business, this also happened). A good dashboard shouldn't feel like that.
What I build is a single, clear view of the numbers that matter for your specific business — sales, conversion rate, top-performing products, whatever's most relevant. It updates automatically. It takes five minutes to check. And it tells you something useful every time you open it.
3. Making sense of your Shopify data
Shopify gives you a lot of data, but it doesn't always make it easy to understand what it means. What's a good conversion rate for your type of store? Where exactly are people dropping off in the checkout? Which products are carrying your revenue, and which ones are just taking up space?
This is exactly the kind of thing I work through with clients — either in a one-off audit or as part of ongoing support.
4. Helping you set the right goals and track them properly
A 90-day plan is only useful if you know whether it's working. I help small business owners get clear on the right metrics to track — not a list of 40 KPIs, but the three to five numbers that genuinely tell you if you're moving in the right direction. And then I help you set up a simple way to keep an eye on them.
5. Giving you a senior brain to think things through with
Sometimes you just need someone to look at the numbers with you and say "actually, that's not as bad as it looks" or "this is the thing you should be worried about." That's part of what I do — acting as a sounding board, helping you make sense of what you're seeing, and giving you the confidence to make better decisions.
What a data analyst can also help with (that you might not expect)
Beyond the obvious stuff, here's where I regularly find I'm adding unexpected value:
- Spotting gaps in your data collection — you might be missing something important and not know it
- Sense-checking business decisions with actual data rather than gut feel alone
- Preparing for growth — getting your reporting set up properly before you scale, so you're not firefighting later
- Translating data into plain English for you, your team, or anyone else who needs to understand what the numbers mean
Do you actually need a data analyst? (Honest answer)
Not everyone does. If you're very early stage and your main focus is just getting sales in, there are probably higher priorities. But if you've been trading for a while, you're generating reasonable revenue, and you've got a nagging sense that you're not quite making the most of the information available to you — then yes, it's probably time.
The good news is that you don't need to hire someone full-time or sign up for a long, expensive retainer.
Sometimes a single audit or a well-built dashboard is enough to change how you see your business.
Where to start
If you're not sure where to begin, a Data Audit is usually the right first step — it's a thorough review of what you're currently tracking, what's missing, and what you should be paying attention to. It includes a written report and a debrief call, giving you a clear picture of where the quick wins are.
Or if you already know you want a dashboard, we can go straight there.
Either way, I always start with a conversation — no commitment, no sales pitch, just a chat about where you are and what would actually be useful.