“Big data” refers to the massive amounts of information stored in customer relations management (CRM) and procurement systems. Increasingly, companies are mining big data to learn about customers and, thus, boost sales. Here are six reasons why big data helps to increase a company’s profits:

It Provides the Right Information

In the past, learning about consumers was a little like throwing darts at a dartboard while blindfolded. It was, to say the least, a hit-or-miss proposition. Big data, however, has changed all that. The caches of information are so vast and well organized that a company can easily home in on what it needs to know about customers in order to boost profits.

It’s Quick

Among the primary benefits of big data is that it can deliver information in real time. Was there a spending freeze at a company that’s integral to your own business? Did a key merger shuffle the deck where you’re concerned? With big data, it’s possible to find out about such developments instantaneously. And this, in turn, will have a key impact on how your sales reps approach these companies.

It Measures Behaviors

Because of big data, it’s exponentially easier to gauge consumer spending habits than it was in the olden days. A company can now determine a person’s complete purchasing profile, as well as the promotional and sales practices of rival businesses. In short, big data offers a foolproof way to get a leg up on the competition.

It Enables You to Target Specific Groups

Big data makes it simple to pinpoint the demographics you’re trying to reach. As a result, sales reps can sniff out leads in an efficient manner. They can target the people who are most likely to purchase their products without going through a long and winding process.

It’s a Useful Feedback Tool

Big data can gather up-to-the-moment feedback on a product from any number of sources, including social media and web chats. This information is invaluable in helping companies to stay abreast of trends in their industry and, in turn, capitalize on them. Big data takes the guesswork out of finding out how a product is being received, enabling a company to make adjustments before it’s too late.

It Minimizes Risks

With so much accurate, real-time data at the ready, a company knows exactly what it’s getting into when it undertakes an initiative. Companies no longer have to make assumptions—they have empirical information that tells them whether they’re making the right moves. With less wasted money and fewer man hours in tracking down leads, profits are maximized.