When people talk about Meta (the parent company of Facebook, Instagram, and WhatsApp), they often focus on the social aspect, the ads, or the controversy over privacy. Underlying it all is one core truth: data. Data fuels everything Meta does, from the algorithms that decide which posts we see, to the targeted adverts that appear in our newsfeeds. This same data-driven mindset is shared by many successful businesses today, and it’s the reason they’ve grown so quickly.
Why Data Matters
Data is more than just numbers on a spreadsheet. It’s the key to understanding customer behaviour, spotting trends, and tailoring products or services to meet real-world needs. Take Amazon, for example. Every time you purchase something on Amazon, the platform learns more about your preferences, shopping habits, and purchase frequency. This powers their recommendation engine, prompting suggestions that often align perfectly with what you need next. It’s not a lucky guess, it’s sophisticated data analysis. Then, when you log in, you see a ‘home page’ tailored to you. Imagine if every business could do this. Amazon are the perfect example of a business that removes barriers to purchase.
1. They know what you want.
2. They put it in front of you with all of the evidence around others who have purchased, their feedback.
3. They get it to you next day.
4. They communicate with you every step of the way.
5. They save your payment method and delivery address to make buying easy…
The Customer Relationship Angle
When a business knows its customers, it can provide better solutions. If you notice that certain clients keep returning for a specific service, data can highlight this pattern, helping you refine your offerings or upsell related products. If a client regularly invests in your services around a particular time each year, data will help you plan for a more effective, timely outreach. Meta’s ad platform excels at this. It tracks user engagement, demographics, and browsing patterns, allowing businesses to target their ads to the right people at the right time.
Case Study: Tesco and the Clubcard
Tesco’s Clubcard scheme has been around for years, yet it remains one of the most effective loyalty programs in retail. By analyzing what customers buy, how often they shop, and even what offers they respond to, Tesco can send out highly relevant coupons or promotions. This approach turns ordinary customers into loyal repeat buyers, thanks to personalised discounts and product recommendations that speak directly to their shopping habits. Data is what sits behind that Clubcard, and it’s the reason Tesco knows exactly what you’re likely to want on your next visit. It’s no wonder that other supermarkets have followed suit.
Another Example: Netflix
Netflix might not be owned by Meta, but its success is closely tied to data-driven decisions. Every time you watch a show, skip a series, or pause a movie, Netflix takes note. It uses this information to recommend shows you’ll probably love, often getting it right. In the process, Netflix can make informed decisions about which content to produce or license. Series like “House of Cards” were greenlit based on data signals that audiences had a strong appetite for political dramas. This blend of creativity and analytics is a big part of why Netflix has become a household name.
The Role of Data in Growing Your Business
Whether you run a small local shop or a multinational corporation, data can guide your strategy. By capturing information about how customers engage with your business, you can answer crucial questions:
- Which products or services are customers most interested in?
- When are they most likely to buy?
- Why do some customers drop off and never come back?
- What type of messaging resonates best?
Once you have these insights, you can refine your marketing, product development, and customer service to boost loyalty and revenue. Meta’s entire business model proves just how powerful, and profitable, data can be when used ethically and strategically.
My final thoughts:
Ultimately, it doesn’t matter if you’re using a Tesco Clubcard, browsing Amazon for a last-minute birthday present, or scrolling through Instagram. Data is the invisible backbone that shapes our online (and offline) experiences. Businesses of every size and in every industry can harness data to better understand their audience and offer the right products or services at the right time.
If you haven’t thought carefully about how you use data, it might be time to start. Chances are, your future growth could depend on it.
Cheers,
Tom Stansfield
