The right data is the foundation of everything for entrepreneurs

This article was previously published as an advertorial by FD Mediagroep. You can also read it on the BNR website (Dutch only).

Dutch SMEs see data as critical to their business goals. Yet, according to Exact’s SME Barometer, only 20% actually invest in better analytics. Data expert Anique Kuijpers explains why: “The motivation is there, but most don’t know where to start.”

Anique Kuijpers is the Team Lead Data & AI at the JADS MKB Datalab, part of the Jheronimus Academy of Data Science (JADS)—a partnership between Tilburg University, Eindhoven University of Technology, the municipality of ’s-Hertogenbosch, and the Province of North Brabant. The mission of the JADS MKB Datalab is to make data science and AI accessible to SMEs. From bakeries to logistics companies, entrepreneurs from nearly every sector turn to Kuijpers and her team for help with data and AI.

She often sees business owners starting with questions about big tech trends. “They want help implementing AI agents, but when we dig into their challenge, that usually turns out not to be the solution at all.” This reflects the core issue SMEs face with data: technology is a tool, not the end goal.

Anique Kuijpers, teamlead Data & AI at JADS MKB Datalab, Foto ©: Maarten Noordijk

80% say data is important, but only 20% invest — why?

Anique Kuijpers: “The will is absolutely there. Entrepreneurs often have a long list of things they’d like to improve, but then comes the big question: where do you start? And which steps actually deliver value? You hear all these stories about spectacular AI projects or what tools like ChatGPT can do, but not enough about small, practical wins. Another common issue is that the value of data isn’t always immediately clear. You might invest in data now, but not see the payoff for a year or two. Add a lack of time and in-house knowledge, and the whole thing can feel overwhelming. Your core processes and customers take priority, so finding time to figure out how data can help often drops to the bottom of the list.”

“Start small, with a concrete application. Build knowledge and support; Anique Kuijpers, teamlead Data & AI at JADS MKB Datalab

So how do entrepreneurs figure out the right path forward?

“The most important thing is to start, and to start small. Take a local bakery, for example, that wants to understand how weather impacts product sales. By combining sales data with weather data, they can see what sells at which temperatures. That helps with planning staff and inventory. It’s simple and tangible. Just as important: your team needs to get on board. Not everyone is equally enthusiastic about new technology. Some people are curious, others are cautious. When you start small and show clear results, people begin to see the benefits without feeling overwhelmed. At first, working with data may seem like something only marketing or sales does. But as you do more with it, it becomes part of your strategy. You build experience, and eventually, data flows through the entire company.”

So, what’s the first step?

“We tell entrepreneurs: make a matrix with two axes — impact and technical complexity. Look at ways to improve processes like inventory or planning, streamlining contracts, or adding a chatbot. Then, match these improvements against what matters most to your business — customer satisfaction, capacity, time, or revenue. From there, assess what data is available, how good it is, and how usable it is. That helps you find the low-hanging fruit — improvements that make a real difference with relatively little effort. There’s no perfect first step. Just take one.”

“Getting your data in order isn’t sexy, but it’s the most important step.” ; Anique Kuijpers, teamlead Data & AI at JADS MKB Datalab

Which role data typically plays in the next step?

“If you want to identify patterns or make predictions, you need high-quality data. In many projects, companies are excited to build a chatbot or a prediction model. But how reliable is their data? Do they have the right data? Is it spread across systems? Can they access it?”

“Take a manufacturer that wants to predict inventory needs. Their products rely on multiple components, and delays in one part can affect the whole delivery. To build a prediction model, you need data not just on customer orders, but on returns and defects too. You also want data broken down by raw materials and components. Only then can the model be accurate.”

“We explain this using our data maturity pyramid. At the base is your data — it has to be clean. Then come analysis and insights. AI is at the top. Getting your data in order isn’t glamorous, but it’s the foundation. Without it, everything else collapses. That often means cleaning up messy data. Like city names in your system: ‘Den Bosch’ and ‘’s-Hertogenbosch.’ You and I know it’s the same place, but to an algorithm, they’re different. That’s why every project we do includes data cleaning. You need to understand your business — and your data.”

Together with her team, Anique Kuijpers helps entrepreneurs from nearly all sectors with data and AI. Photo ©: Maarten Noordijk

94% of SMEs say their business isn’t automated enough. How does that connect to data?

“Automation always starts with data — you can’t get around that. Entrepreneurs often come in with AI questions, but during the conversation we realize that the first step is actually automation. Take invoicing: if you’re copying data from one document into another to create an invoice, that can be automated. But even that simple process depends on data — the system needs to pull the right info from somewhere. You start with data, then automate processes step by step. Once that’s done, AI can help spot patterns and support smarter decisions. That’s where real growth happens.”

What concrete benefits do companies see from using data strategically?

“Most entrepreneurs already have a good gut feeling. They know their processes, see the numbers, and recognize the bottlenecks. And nine times out of ten, the data confirms that gut feeling. But it’s that tenth insight that surprises them — the one they didn’t expect. That’s where the real value starts. Because gut feeling tells you about the past and present. Data helps you look ahead.”

“With data, you can look forward instead of just reacting.”

“With the right data, you can spot patterns and make smart predictions. Take a closer look at customer data. You might notice not just that customers buy products A, B, and C, but that A and C are often bought together. That’s a combo deal opportunity. Or maybe product B isn’t performing — you can drop it from inventory. You might even discover new customer segments or trends you hadn’t considered. That’s how you grow with data.”

“It also saves money. Automating your invoicing process frees up time on your finance team. It makes your work more efficient, helps you make better decisions, and — most of all — lets you be proactive instead of reactive. Some businesses are just starting out. Others are already far along. But every step brings real results.”

If you could give one piece of advice to entrepreneurs who want to use data but don’t know how: what would it be?

“Just start. Don’t be afraid to experiment. First, look at what you want to achieve. What’s holding you back? Which processes take too much time? Even without technical skills, you often know whether something is doable or too complex. And you don’t have to do it alone. Your IT provider might be able to help, or you can bring in an external partner.”

“Here’s the thing: your employees are probably already using ChatGPT or other tools in their personal lives. That knowledge is already in your company. Build on it. The most important step is simply starting. Start small.”

Note
This article was previously published as an advertorial by FD Mediagroep. You can also read it on the BNR website (Dutch only)