Abstract
Analytics is becoming known for providing exceptional opportunities to companies. However, companies are not utilizing its full potential despite the widespread benefits. In particular, analytics practices are imperceptible when we talk about small yet innovative companies like software startups. Nevertheless, startups’ uncertain nature and focus on innovation make them promising candidates to increase the odds of success using analytics. In this paper, we investigate the key practices applied by software startups while conducting analytics. We address our research question through a multiple case study performed with three startup companies at distinct startup stages. Thematic data analysis led us to observe nine analytics practices applied by these startups. The identified analytics practices span a spectrum of activities characterized by the analytics framework. Our findings provide insights for software startup companies to introduce or enhance analytics in their specialized context.