Navigating the Data Landscape: Company-Available Data in Emerging Markets

Navigating the Data Landscape: Company-Available Data in Emerging Markets

Emerging markets are often described as the engines of future global growth. From Southeast Asia to Sub-Saharan Africa, Latin America to the Middle East, these regions are home to rapidly evolving economies, youthful populations, and a surge in entrepreneurial activity. For businesses, investors, and policymakers, understanding these markets is critical—but it all hinges on one thing: data. The availability, quality, and accessibility of company data in emerging markets can make or break strategic decisions. So, what’s the state of play?

The Data Opportunity in Emerging Markets

Emerging markets are a goldmine of opportunity, but they’re not always a goldmine of information. Unlike developed economies, where company data is often standardized, centralized, and readily available through public filings, stock exchanges, or government databases, emerging markets present a more fragmented picture. However, this is changing fast. Digital transformation, regulatory reforms, and the rise of tech-savvy businesses are unlocking new streams of data that companies can tap into.

For instance, the proliferation of mobile technology has led to an explosion of e-commerce and fintech startups in places like Nigeria, India, and Indonesia. These companies generate vast amounts of transactional data—sales figures, customer demographics, and supply chain metrics—that can offer insights into market trends. Meanwhile, governments in countries like Brazil and Kenya are pushing for greater transparency, mandating that firms disclose financials or register with public databases. Add to this the growing presence of private data providers, and the picture starts to brighten.

The Challenges of Data Gaps

That said, it’s not all smooth sailing. Company-available data in emerging markets often comes with caveats. For one, many businesses operate in the informal sector—think street vendors, small-scale farmers, or unregistered startups. These players are economic heavyweights in aggregate, but their lack of formal documentation makes them invisible to traditional data collection methods. In India, for example, the informal sector accounts for nearly 80% of employment, yet reliable data on these enterprises is scarce.

Even for registered companies, inconsistencies abound. Financial reporting standards vary widely across regions. A small business in Vietnam might not follow the same accounting practices as one in Chile, complicating cross-market comparisons. Language barriers, limited internet penetration, and bureaucratic red tape can further hinder access to data. And let’s not forget the elephant in the room: data reliability. In some markets, firms may underreport earnings to evade taxes or overstate performance to attract investors, muddying the waters for analysts.

Bridging the Divide with Technology

The good news? Technology is stepping in where traditional systems fall short. Artificial intelligence and machine learning are being used to scrape alternative data sources—think satellite imagery to track agricultural yields in Ghana or social media analytics to gauge consumer sentiment in the Philippines. Companies like Premise and Zest AI are pioneering ways to collect real-time data from hard-to-reach populations, while blockchain is gaining traction for its potential to create tamper-proof records in markets prone to corruption.

Local players are also rising to the challenge. In South Africa, platforms like Yoco provide small businesses with tools to digitize their operations, generating valuable data in the process. In Southeast Asia, super-apps like Grab and Gojek are amassing troves of information on everything from ride-hailing patterns to food delivery preferences, offering a window into urban consumer behavior.

What This Means for Businesses

For companies looking to expand into emerging markets, the data landscape is both a hurdle and an opportunity. On one hand, incomplete or unreliable data can lead to missteps—overestimating demand, underfunding supply chains, or misjudging competition. On the other, those who crack the code can gain a serious edge. By combining public records with alternative data sources and on-the-ground insights, businesses can build a more holistic view of their target markets.

Investors, too, stand to benefit. Venture capital firms eyeing startups in emerging markets often rely on proxy data—like mobile penetration rates or electricity consumption—to assess growth potential when hard numbers are lacking. Multinational corporations, meanwhile, are increasingly partnering with local firms to access proprietary datasets that unlock regional nuances.

The Road Ahead

The availability of company data in emerging markets is a work in progress. As digital adoption accelerates and regulatory frameworks mature, the gaps will narrow. But for now, success in these markets requires creativity, adaptability, and a willingness to look beyond the spreadsheet. Whether you’re a startup founder, a corporate strategist, or an investor, the message is clear: the data is there if you know where to look—and how to use it.

In a world where information is power, emerging markets are teaching us a valuable lesson: sometimes, the most rewarding opportunities lie in the spaces where the data isn’t perfect. It’s up to us to fill in the blanks.