Big Data should be used to help gain insights, not replace Small Data.

Big Data’s entrance onto the business sector has been nothing short of revolutionary. Firms’ ability to gather incomprehensible amounts of data and make sense of this data is something that we’ve never seen before. Big Data…

Is basically identifying a blimp on a large radar. Hearing a singular violin amongst an entire orchestra. Vast amounts of continuous data that companies are bombarded with are now able to be stored, analysed, and eventually turn into valuable information for managers.

Want to know what areas of your business ‘Big Data’ would be most influential for? Take a look at the graph below, or check out the full blog at Forbes

Screen Shot 2017-03-15 at 10.05.19 pm.png

However, as proved by the graph above, Marketers are now relying on Big Data to change their company. Trying to identify and create trends for marketing managers to use or even to track how current marketing strategies are being responded to. Before I get into why this is an issue, watch Usain Bolt help demonstrate my argument.

What did we just see? We saw Usain Bolt dominate. But now imagine Bolt as all the current/future marketing trends and the other participants as ‘Big Data’. What’s the underlying point? No one can keep up.

This is the current trend with Big Data. Marketing managers are trying to use long-term indicators and lump-sum figures to comprehend the current market and adjust their company. Managers should remember the initial purpose of Big Data and not try and turn it into a multi-dimensional tool. Because (like the video above) Big Data cannot simply keep up.

How to fix this? Small Data!

‘Small Data’ is the baby of Big Data (the Usain Bolt of the video above). Collecting new, fast and specific fragments of the vast amounts of data splurged into a business. This ‘Small Data’ is perfect for understanding consumer-response to a new strategy or area within your business or even for predicting what consumers are going to demand in the upcoming year. Need a bit more information, have a look at what Forbes Magazine has to say about the benefits of Small Data.

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7 thoughts on “Big Data should be used to help gain insights, not replace Small Data.

  1. Data is a huge resource for marketers, the ability to track customer’s movements online is an amazing tool that we can use to tailor their online experience. How do you think this effects smaller businesses? Is it expensive to be in the business of data mining?

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    1. Unfortunately for small businesses they are more likely to experience low traffic-volume for data and usually won’t have the budget for in-depth data applications, yet tools such as ‘Google Trends’ and ‘Orange’ (which are free) allow small business managers to understand basic figures as to how successful strategies have been or how much exposure media campaigns were. It is expensive to install and keep up to date on big data, especially due to big businesses receiving so much traffic and data, so the hiring of specialists that can make interpret the data is costly, but definitely worth while for future-seeking managers.

      Liked by 1 person

  2. Very informative and open-discussioned post! Managers should definitely identify what small data can do for their brand and how that differentiates from the benefits that Big data can provide. Trend-identification is more important than ever so it is important to stay ahead of competitors.

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    1. Great point, discovering what the new trend is, is vital in terms of return on investment for applications such as Big and Small Data software!

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  3. I definitely agree that small data is better than big data. It will deliver more timely and meaningful information that allows the business to develop strategies for actionable results. I like to compare it as the same when it is not enough for a business to advertise to their target market, but to analyse, break down and segment the market in order to successfully satisfy the needs and wants of consumers!

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    1. Definitely like your points! Both have a place for brand managers but there should be a clear, distinguished purpose for either.

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  4. It is very important to understand both big data and small data. Often big data is difficult to manage, particularly for small-medium organizations with limited ability to interpret such large and comprehensive data. Sometimes ‘less is more,’ and small data can be more accessible and understandable for organizations.

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