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Late to use. >> they may have over paid for six months or something like that. you know, so there's money left on the table when you wait until you just are noticed. >> food costs are not the only numbers she monitors. she uses bread crumb software to track the cash in the cash register. >> people mistakes and that's okay. but if there's a consistent oh she works every wednesday and every wednesday the cash register is short then, you know, you can tell. >> alan said this kind of access to data allows owners to make decisions and change plans quickly and effectively. >> the key with big and sm...

Commercially cooked and they didn't like at it all. >> the feedback was like, you ruined my life. and i just realized, you know, it's not worth losing that business. so that's the case where, you know, i could bring the food costs down but the trade-off isn't worth it. so we went back to cooking our roast beef. >> that's where the judgment comes in. some numbers matter more than others. and every business owner must decide what to do with the data once they get it. >> i can't say i've ever had a single day of being -- about the business. there's something to do and it's never the same. twitt...

Next customer. take a close look at the turkey and cheese on a roll. if we're one of these customer that sandwich looks like lunch. but if you're lindsay the owner here that sandwich looks like data. raw data. >> these are the bread choices, the spread choices, meat, cheese, like that toppings and any deli salads and sides. at the 50-year-old lunch shop since she owned and operated since 2007 she's turned everything into a number. that's catering. we track how many people are coming in. who is visiting my business? the big slice is 25 to 34-year-old demographic. that's the biggest demographic....

Msnbc. ♪ ♪ hi everyone i'm j.j. ramburg. welcome to "your small business." how often do you think about data in relation to your business. every one is collecting data i i suspect many of you throw out the data. hiding in the numbers are great strategies to help your company thrive. to give you an illustration. we went to visit the owner of a lunch shop in california who showed her how data helped increase her cash flow and decrease her supply costs.

>> these are my food costs here. that is e-mailed to her bill.com account for payment and society a spread sheet. vendor by vendor day by day month by month. >> there's frito lay. it's showing all the bills paid to frito lay. >> seeing the data daily sees the price responses. >> bringing them down or adjusting prices or dropping something off a menu. >> by using the data this way to revise vendor orders and update the products offered the retail business is what alan calls data driven. >> it's a difference between a business that generates data which all businesses do, and a business that stri...