Little Data: 3 Areas Where Small Details Can Be Big
Everyone seems to be talking about “Big Data.” Big Data is powerful. But perhaps even more powerful is “Little Data” — data that is accessible to marketers on a day-to-day basis. Little Data can help marketers drive much better decisions. Even as firms are investing significantly in Big Data, they may want to look at how their marketers can use Little Data to reap immediate benefits.
Marketers often have significant opportunity to use data that is easily available. There are three reasons why marketers don’t use Little Data as much as they should:
- Style: Many marketers have a creative bias that naturally leads them to quickly head toward creative solutions rather data-led solutions.
- Silos: As channels develop, marketers are increasingly siloed and just not aware of the available data.
- Skill: Accessing Little Data does not require a lot of skill. However, there may be some minimum skill needed to pull the data.
Here are three areas where marketers can use Little Data much more:
So while Big Data will help you glean deep insights and do some really cool marketing, there is a lot of low-hanging fruit with “Little Data.” Once you start leveraging it, you may find Little Data is bigger than Big Data!