Marketing analytics como suporte à tomada de decisão estratégica em pequenas empresas.

This study aimed to analyze how Marketing Analytics can contribute to strategic decision-making in small businesses, considering the increasing availability of data from sales, customers, and digital channels. The research adopted a qualitative approach with an exploratory and descriptive nature, developed through a literature review of studies related to Marketing Analytics, Business Intelligence, Business Analytics, Big Data Analytics, data-driven management, and the decision-making process. The analysis revealed that the structured use of data can expand understanding of consumer behavior, facilitate the identification of market patterns and opportunities, and contribute to tracking metrics and performance indicators. Key relevant indicators for marketing management include customer acquisition and retention, conversion, recurrence, average order value, and channel performance. It was also found that using analytical tools can reduce reliance on managerial intuition alone, favoring decisions that are more well-grounded, agile, and aligned with organizational goals. However, its adoption in small businesses still faces limitations related to financial resources, technical knowledge, infrastructure, and a data-driven culture. It is concluded that Marketing Analytics can represent an important tool to support small business management when applied in a manner compatible with their structure, combined with selecting relevant indicators and properly interpreting information for decision-making.