(Smart) Technology Doesn't Make Us Dumber: Marketing Analytics Improves the Mental, Managerial and Financial Performance of Entrepreneurs in Rwanda

(Smart) Technology Doesn't Make Us Dumber: Marketing Analytics Improves the Mental, Managerial and Financial Performance of Entrepreneurs in Rwanda

(Smart) Technology Doesn't Make Us Dumber: Marketing Analytics Improves the Mental, Managerial and Financial Performance of Entrepreneurs in Rwanda

Small firms account for over 90% of businesses globally, most having fewer than 10 employees. We investigate the causal impact of a marketing analytics solution on such small firms and their entrepreneurs. While analytics is widely promoted to enhance business performance, empirical evidence on its effects, particularly for individual entrepreneurs, remains limited.

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