but if you're lindsey hiken, the owner here, that sandwich looks like data. raw data. >> these are their bread choices. these are their spread choices. meat, cheese,. toings. if they wanted any deli salad on the side. >> at the 50-year-old lunch shop which lindsey has owned and operated since 2007, she turns everything into a number. >> we've been open 19 minutes. we've made $266. but some of that is cater. we track how many people are coming in. who's visiting my business. i see a big slice of my business is the 25 to 34-year-old demographic. that's the biggest demographic. >> oh, yeah. lots of data in that sandwich. >> big data expert alan bondy is at vancouver based open. >> how much did that sandwich cost? who bought it? >> he said even small business own kers 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? >> and those are exactly the kind of questions lindsay asks herself every single day. >> the last 30 days, i've paid 121 bills for a tot