Adoption of Data Analytics to Enhance Small to Medium Enterprises Market Growth

The world has become a data driven society as many people have been roped into the internet of things, the use of internet compatible gadgets and machinery. The explosion of data becomes an essential tool for business to expand their scope to become competitive within their markets, understand and gain deeper insights into consumer behavior, and optimize business operations. SMEs are no exception, though they may face financial challenges among other things. Incorporating data analytics within an organization's functions may improve the business', decision making process, profitability, and market growth. This paper thus seeks to discover the adoption of data analytics by Small to Medium Enterprises and how it contributes to market growth. The study looks at the challenges and benefits that may be derived by Small to Medium Enterprises in implementing data analytics.