Think outside the box. We're told to do so by all manner of sources, and perhaps most memorably, by Apple's "Think Different" campaign. Following the road less traveled yields all manner of benefits, across every facet of life -- even data analytics.Savvy business leaders recognize the benefits of engaging in data analytics projects. This is often due to mistaken beliefs that their business is a poor candidate for in-depth data analysis because of an apparent lack of data. In reality, thinking outside the box would reveal a world of unexpected data sets and analytics opportunities they hadn't previously considered. Why You Shouldn't Avoid Analytics Many business leaders' beliefs about data -- or a lack thereof -- stem from a limited understanding of the types of data that can be analyzed and yield actionable results. For instance, many leaders of SMBs (small and mid-sized businesses) believe their data sets are limited to internal data, such as call-center logs, customer service surveys, or sales data. In reality, internal data reflects only one part of the data available for analysis -- even for small and mid-sized companies. An intense focus on "big data" currently exists in the analytics industry. But only a small portion of large businesses -- like Facebook or Twitter -- have access to that volume of data. With that in mind, it's important for small business owners to understand that a lack of "big data" doesn't imply a general lack of data. Thus, there's no need to avoid analytics. Regardless of a business's size and scope, analytics has become a necessity if a company wants to thrive in the marketplace. The insights you'll gather from data analysis could highlight product sentiment, customer preferences, employee issues, or problems at a particular retail store. With this information, you can engage in data-driven decision making that yields rapid ROI. The fact is, small and mid-size businesses compete with larger companies that do engage in analytics projects. If smaller businesses refuse to embark on analytics projects, not only the larger enterprises will always have an advantage, but the gap will increase. Where to Find Quality Data So, where do SMB find these elusive data sets? Besides internal data, many SMBs have access to valuable external data on their social media networks. This can include Facebook and Twitter comments, Instagram posts, or LinkedIn updates. Plus, with a little creativity, it's possible to flip the tables on larger businesses and use competitive analysis -- analyzing your competitors' external data -- to your advantage. Think Outside the Box with a Solution as a Service Vendor The key to a successful analytics project -- one that offers valuable insights and addresses specific business goals -- is working with a vendor that is willing to "think different" and identify unique data sets for analysis. The question then, is where to find a vendor willing to collaborate with smaller businesses? The answer lies with Solution as a Service (SolaaS), a new approach to analytics that combines powerful analytics software with the industry's top analysts through a single vendor. Client-vendor collaboration is critical to SolaaS. Analysts work closely with stakeholders to identify business goals and user needs, and then find relevant data to address those goals and present them in a meaningful way. A SolaaS vendor like PolyVista even offers a proof of concept, so businesses can see the kinds of insights they can expect from a larger, more in-depth project. Additionally, PolyVista offers flexibility, including one-time, month-to-month, and monthly contracts. Summary Data analytics is a necessity for businesses that want to stay relevant in a climate where competitors are also engaging in analytic projects. Even SMBs (small and mid-size businesses) that appear at first glance to have little data to mine will see benefits and ROI from a project. Regardless of a client's size, a vendor that offers a Solution as a Service approach to analytics will help identify relevant data that yields targeted, data-driven insights.