The growth of SMEs comes from data analysis

Low digitalization as an obstacle to the growth of Italian SMEs, in an overall framework in which micro-enterprises are the ones that suffer the most from the digital gap compared to larger companies. These, in summary, are the results that emerge from the latest Cerved analysis on the digitization of companies in Italy, which highlights how as the size of the company decreases, the digital skills used to grow also decrease.

Analyzing the data relating to the innovative propensity, digital culture and positioning on the web of about 150 thousand companies in Italy, it emerges that 9.1% of them (14,506) have a high propensity to digitization, 32,182 SMEs (20.3%) with a moderate propensity to digitization, while the remaining share of over two thirds shows low levels of digitization. The percentage of companies with high digital capabilities is higher among medium-sized enterprises (15.9%), while small companies have lower percentages of digitized companies (7.8%). Overall, the levels of digitization of SMEs are still much lower than large companies (9.1% versus 31%).

Important differences that also emerge in the comparison between the different production chains, with the chemical and mechanical chain and ICT companies that exceed 30% to get to those of construction and transport around 5%.

In the new post-Covid economic scenario, the most digitized companies will have the opportunity to attack the recovery earlier by having greater capacity to optimize resources and increase performance objectives. In this sense, the automation of many phases of data collection and analysis also plays an important role, where it is complex – especially for small and medium-sized enterprises – to have professional figures available to collect, analyze and transform them into valuable business inputs.

It is in this context that the growing attention that companies have paid to the analysis of customer data. Approach that represents a distinctive feature of F2 Innovation, a marketing and IT consultancy company that, through the use of customer data models, analysis models and a mix of skills, has achieved constant growth over the last two years. For itself, but above all for the companies accompanied in the construction and management of an effective online presence in the months of the lockdowns, in which the only possible showcase was the digital one.

The use of the Customer Data Model, in fact, saves time, allocating resources to develop analyzes which will then be translated into optimization of marketing and CRM processes. This, in terms of economic return, translates into adequate sales in accordance with customer needs and advertising investments of measurable effectiveness because they are in target with the reference segment.

It is a question, even for small companies, of having access to a gradual but profound digital transformation, obtained in a short time and cost, which allows them to enhance the greatest assets of companies: Customer Data, i.e. those data that record and they measure the relationship with customers. A transformation that takes place without wasting resources on unused or underused technologies, and without risking losing ground to companies with greater resources.

The intervention of the professionals of F2 Innovation has allowed many small and medium-sized enterprises to catch up with competitors further ahead in the digitization process; this is also thanks to the possibility of knowing and understanding, at a preliminary stage, the actual potential of the correct management of customer data in the development of one’s business. By redefining strategies and taking advantage of the improvements in terms of efficiency of marketing, CRM and sales processes, the results were not long in coming: many of the companies that introduced precise data analysis methodologies closed 2020 with even better results than the year. previous, while other companies – which have intervened on the processes more recently – recorded a first half of 2021 with significantly better numbers even in the pre-pandemic years.

A trend that, in a similar way, also affected F2 Innovation itself: after a 2020 in which growth was significant in terms of customers, projects, turnover and staff, the first half of 2021 marked an increase in turnover of 115 % compared to the same period of the previous year. In August, the turnover exceeded the total of 2020. The results are also due to the very high level of the team, led by Alessandro Cavallo, CEO, entrepreneur, advisor, aggregate professor in digital marketing at Lumsa University, and teacher and mentor at Luiss Business School; and Davide Campofredano, COO F2 Innovation, formerly Head of Digital Marketing for Save the Children and Client Consultant in Havas Media Group.

At F2 Innovation we are aware of the fact that many companies, especially SMEs, are unable to fully exploit the great potential that comes from digitization and, above all, from the correct use of Customer Data – explains Cavallo -. For this reason, we are continuing to support them also by strengthening our range of solutions. For example, we are implementing geo-behavioral data for specific product categories, thus giving customers the opportunity to further enhance their Customer Data analysis.

Source: RSS Innovazione by

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