This podcast episode explores the challenges faced by small to mid-sized businesses in utilizing data for decision support, particularly in the e-commerce industry. Saras Analytics offers a solution that consolidates data from different systems and marketplaces, making data easy to use and empowering businesses to succeed in their initiatives. The episode emphasizes the importance of data consolidation, automation, and analytics for business success, highlighting the power of AI models and the benefits of integrating data and information systems. It also emphasizes the significance of data ownership and the risks associated with relying on third-party tools. Overall, the episode encourages businesses to embrace data and analytics to drive growth and improvement.