they wanted a deli salad on the side. >> at the 50-year-old lunch shop which lindsey operated since 2007, she turns everything into a number. >> we've been opened 19 minutes and made $260. you track how many people are coming in, who's visiting my business. a big slice of the business is 25 to 34 demographic. that's the biggest demographic. >> lots of data in that sandwich. >> big data expert alan is at vancouver. >> how much did that sandwich cost. who bought it. >> even small business owners can learn a lot from their data if they just ask the right questions. >> how many times have they bought it? where did the meat come from? how much did the bread cost? >> those are the exact questions that lindsey asks herself every day. >> in the last 30 days i've paid 121 bills for a total of $50,523.