From Feedback to Fortune:
How to Build a Data-Driven Business Culture That Wins Customers Around the World
Highlights
- Tips on turning simple customer feedback into powerful data that fuels global expansion
- Learn practical ways to collect and use data, without advanced analytics tools
- Find out how data-driven decision-making builds loyal teams, happy clients, and lasting profitability
How to Use Data to Drive Global Business Growth
Data isn’t just numbers, but the new fabric of success!
In today’s digital economy, businesses that leverage data are 23 times more likely to acquire customers and 19 times more likely to be profitable, according to a McKinsey report.
One entrepreneur who perfectly illustrates this is Bolupe Adebiyi, the creative mind behind Cotton Loops, a sustainable fashion brand from Nigeria, and alumna of AWEC Cohort 4.
By mastering the art of collecting and interpreting data, Bolupe has built more than a fashion label, she has built an international, responsive business that listens, learns, and evolves, paving her path into international markets.
Bolupe didn’t set out to become a data-driven entrepreneur. She simply wanted to do right by her customers and solve their problems. As a result of listening to her customers and consistently capturing their feedback, she unknowingly built a business shaped by data-based decisions and continuous learning.
“I didn’t even think it was data. I just noticed that every time we tried to fix something without our customers’ input, we missed the mark.”
Seven years after launching Cotton Loops, Bolupe has grown it into a conscious lifestyle brand producing timeless black-and-white clothing and accessories. “I started because I couldn’t find clothes that were long, comfortable, and ladylike. I made pieces for myself, and clients began to ask for them. That’s how the business began.”
Her design and production process now revolves around client insights. “We ask questions like, ‘what were the best sellers last month? What are clients requesting?’ Maybe they like a design but want it shorter or with a matching top. Our sales data shapes the next collection. It’s about giving people what they want.”
This focus on customer needs has built loyalty and reduced costs. “When you use data in your business, you spend less on marketing. Instead of spending money to acquire new customers, I’d rather invest in keeping the ones we already have satisfied and happy. They’re already loyal, all we have to do is listen.”
That loyalty also fosters a stronger work culture. Using data for strategic planning gives the team concrete evidence about what’s working and what isn’t. Transparency in data-based decisions lends to greater ownership and collective responsibility for results. The clarity and group alignment make the team feel empowered, clients feel valued, and everyone benefits.
How To Start Collecting Data
Cotton Loops did not begin with advanced analytics tools. At first, they relied on focus groups and walk-in customers to understand their market. In the early days, data collection was informal, largely through in-person interactions and feedback from pop-ups or trade shows. Over time, Bolupe turned these insights into structured systems. “We started with focus groups and then with walk-in customers. When they walk in, we ask what they want, and we observe what they buy. We garner data through intentional and non-intentional means.”
Once the information is gathered, Bolupe recommends writing it down in a notebook or simple spreadsheet, dated and categorized by customer feedback or product type. Reviewing this data regularly, such as at the end of each month, helps identify trends in customer preferences, popular products, and areas for improvement. This simple but consistent approach turns everyday observations into actionable insights for business growth.
“We started with focus groups and then with walk-in customers. When they walk in, we ask what they want, and we observe what they buy. We garner data through intentional and non-intentional means.”
Training a Data-Conscious Team
Bolupe believes that a data-driven culture isn’t just about technology, but about people. She emphasizes the importance of equipping her staff with the mindset to see feedback as valuable data. She believes that data collection only works when staff members are properly trained and equipped to use it.
“As a founder, you can’t expect ability where you haven’t built capacity. Most founders say, ‘Can’t you see we need data?’ But your staff might not understand what data is and how to use it.”
She realized early that her employees, from tailors to administrative staff and sales associates, each saw the business from a different perspective.“ While I have a bird’s-eye view of the business, my tailor is focused on stitching, and my admin officer is focused on operations. So I had to build from their level up.” To bridge this gap, Cotton Loops introduced one-page standard operating procedures (SOPs) for key areas, including sales, client service, feedback, and marketing. The goal was to make processes clear and consistent across departments. “Once we created standard operating procedures (SOPs), we trained them. Training over and over again. That’s how you build capacity so they can do their jobs well.”
The training went beyond technical skills. Employees were taught how to interpret customers’ feedback, record useful data, and understand why those numbers mattered to the business. They practiced identifying buying trends, documenting client preferences, and using that information to make better daily decisions. Over time, this effort built confidence and ownership within the team.
“Today, all our staff members know exactly how to get information from a client and what to do with it.”
The Power of Incentives
The power of incentives lies in their ability to turn systems into habits and habits into culture. Bolupe understands that for any process to thrive, people must see how it benefits them personally.
“I help my team understand how data collection adds value to our work and makes their jobs easier, and can even earn them extra pay or bonuses.”
By linking data collection to real rewards, she helps her staff appreciate that their contributions drive not only business growth but also their own success. When employees understand the purpose behind gathering data, they take ownership and apply it with enthusiasm.
One clear example came during Nigeria’s Independence Day holiday. “The admin supervisor asked if we’d close for the public holiday. I asked him what he thought. He said customers will be off work, so they’ll probably pop in for shopping. And he was right. It turned out to be our highest sales day in six months.”
Instead of closing the store, Bolupe offered flexible time off later and hosted a mini celebration for the team. “We bought lunch for all staff members. Everyone was happy. Clients came, staff were motivated, and sales soared. That is an example of data-driven management.”
Through thoughtful incentives, Bolupe has fostered a culture where data and motivation are inextricably linked. Her team does not just follow instructions. They anticipate opportunities, act with insight, and celebrate collective wins.
Turning Data Into Action
To make data truly useful, Bolupe structures every feedback loop around three key questions:
1. Why are we collecting this data?
Cotton Loops gathers data on specific seasons, such as summer sales, to set clear growth targets. If sales reached ₦50 million this year, the goal might be ₦100 million next year.
2. How are we collecting this data?
The team tracks what customers buy, where they wear it, and how often they return. This helps identify purchasing patterns and lifestyle preferences that guide future decisions.
3. How will we use this data?
The insights are used to plan, improve designs, and forecast for upcoming collections. This structured approach to data has also powered Cotton Loops’ global growth.
By analyzing which products resonated most with Nigerian customers and understanding the preferences of clients living abroad, Bolupe was able to identify markets with similar tastes and climate needs. She refined her product range to suit those regions, streamlined her supply chain for international shipping, and collaborated with local influencers to introduce the brand globally.
The result was a smooth entry into new markets, driven not by guesswork but by clear data patterns showing where the brand’s minimalist black-and-white aesthetic would thrive. Through this process, Cotton Loops transformed from a homegrown label into an internationally recognized name in sustainable fashion.
From the beginning, Cotton Loops attracted global attention. The brand exhibited at trade fairs in Paris, New York, and other cities. “We were nominated among the top five most sustainable brands at a London event.” Cotton Loops even launched a retail outlet in Washington, DC. These early milestones showed Bolupe that her products could travel.
Through the AWEC program, she actively reached out to alumnae across Africa and the diaspora, building powerful connections that opened doors to international markets and collaborations.
“Once you’re part of AWEC, you literally have an inroad to all 50-something countries across Africa.”
Bolupe Adebiyi
Social Media as a Data Goldmine
While many entrepreneurs see social media purely as a sales channel, Bolupe approaches it differently. For her, it is a powerful listening tool and research lab.
“We make sales through social media. But for me, social media is also a research lab. We study engagement, who’s following us, where they’re from, and what resonates.”
From Instagram insights to WhatsApp messages, every interaction becomes a source of market intelligence. “We track where people are viewing us from, Nigeria, the United Kingdom, South Africa, Kenya, or the United States. To maximize the social media platforms, we lean heavily on the data analytic tools already available on each platform.”
Cotton Loops distinguishes between aspirational and transactional engagement. “Some followers admire our work for years before purchasing, but they often bring in others who do, so we track both types carefully.”
Own Your Communication Channels
Own your communication channels by using social media for visibility while keeping control of sales through reliable platforms. Bolupe showcases lifestyle content on Instagram and TikTok but drives actual purchases through her website, WhatsApp, and physical store.
Her strategy is deliberate. She avoids posting prices on social media because she views it as a lookbook rather than a market stall. Instagram is not the engine but a lifestyle showcase. The real work happens on their website, mailing list, WhatsApp broadcasts, and physical store. Their website lists everything, including prices in your local currency. Social media helps her gauge interest, while the website converts that interest into actual sales. One of Bolupe’s strongest lessons is about digital reliance.
“Instagram will not sustain your business when you need it to. If you don’t have a website, you need a mailing list. If that’s too much, at least have a WhatsApp contact list. There has to be a way to reach your clients that isn’t solely on [borrowed platforms like] Instagram.”
She warns entrepreneurs against businesses that depend on constant social media performance. “If your business only survives through constant social media theatrics, I’m sorry to say that’s not a business, it’s a hobby.”
For Cotton Loops, Instagram is not the engine but a lifestyle showcase. “There was a time my Instagram was down, but we still made sales because we contacted clients directly. We sent emails, we called, and reached out in all possible ways. You can’t build your house on borrowed land.”
Turning Insights into Strategy
For Bolupe, data is not just about improving marketing. It is the foundation for smart business growth and expansion. When Cotton Loops noticed increased traction from South Africa, the team responded with creativity and precision. They launched a new collection inspired by South African landmarks, which sold out faster than their Nigerian line. Data had revealed an audience ready for something tailored to their context and culture.
A similar trend appeared when engagement surged from New York. Instead of simply noting the numbers, Bolupe acted on them. Cotton Loops booked a trade show in the city, and the response exceeded expectations. Customers expressed excitement, sharing that they had been waiting for the brand’s arrival. The experience marked a turning point, positioning Cotton Loops as a globally recognized name.
Bolupe’s key takeaway is straightforward. “Data insights are not meant to sit in reports. They are a guide for financial and strategic decisions.”
When a pattern appears, follow it. That is how brands evolve from local success stories to international players.
Simplifying Data for Everyday Use
Do not be intimidated by data. Start with what you can measure. Track your sales, client feedback, and patterns. Write everything down. Over time, the numbers begin to tell a story.
For Bolupe, data is not about spreadsheets but a story about her customers. At the end of the day, people want to be listened to. When you listen, you collect data, and when you use it well, you build a brand that people trust.
Many entrepreneurs feel overwhelmed by data tools, but Bolupe insists it doesn’t have to be complicated. Her golden rule? Don’t collect what you won’t use.
Bolupe’s advice is simple yet powerful!
- Start small, stay consistent, and always use what you collect
- Begin with what is within your reach, whether it is a few customer comments or a simple sales log.
- Stay consistent by making data collection and review a regular part of your business routine, not just a one-time effort.
- Most importantly, always use what you collect to make informed decisions that improve your products and strengthen your customer relationships.
Staff Corner:
At AWEC, Bolupe’s story reminds us that data doesn’t have to be complex to create real change. Just like she started by listening to customers and jotting down their preferences, we too began with small but meaningful steps, gathering feedback from our monthly surveys and turning it into action.
Every comment, suggestion, and insight counts. Over time, these small pieces of data have shaped how we design sessions, support alumnae, and improve the program experience. My advice? Start collecting what you can, even if it’s just simple notes or patterns you notice. Small data, when used consistently, can lead to powerful transformation.
- Emily Firlej, Program Manager, Data & Impact, AWEC
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