Big data analytics is the new buzz phrase - but it’s not all about 'big'. Intelligent ‘small data’ may be just what you need.
It seems impossible these days to mention ‘data’ without feeling the need to put the word ‘big’ before it. The rise of the ‘big data’ phenomenon has sparked a lot of hype and conversation amongst both the Marketing and IT professions – but just how much value and insight is the business achieving from these big data analytics? Is anyone actually analysing all this information and using it to make sensible, informed business decisions? Or is it more likely that the company is now collecting so much data, from so many different sources, that it has become impossible to leverage anything useful?