Today, to make a difference as a company or organization, it is important to take an extremely personal approach to online consumers (Van Belleghem, 2016). The way to achieve this is through data science, i.e. the smart use of digital data (Osseyran, 2014). Through analysis of the digital traces a website visitor leaves behind, one can get to know the (potential) customer better and approach them personally. However, the small SME has not yet taken this step toward datasmart entrepreneurship (Bloovi&Teamleader, 2017). They often lack the time, budget, motivation or know-how.
This project is therefore fully committed to awareness and information of how data and data analysis can also become useful for small businesses. On the basis of worked out real practical cases, a datasmart pointer is being developed, which shows very concretely how you can deal with data and which marketing decisions you can link to it. For each practical case, a complete data mining cycle (Witten, 2011) is run through: i.e. finding out which data is relevant, capturing this data, processing it in a model, visualizing it and finally interpreting it.
