Customer data is at the heart of a data-driven, consumer-focused marketing strategy, and understanding the story behind the data begins by knowing who your customers...
Small data, rather than big data, means evaluating and understanding the real value in your data to create an accurate picture of your consumers.
(Marketing in a Minute Transcription)
Understand Your Small Data to Individualize the Customer Experience
Big data is a term that’s been used since the late 90s, specifically in reference to the challenge of big data for computer systems. “Big data” and “challenge” have gone hand-in-hand, because big data is just too big to manage. Retailers today must use data, though, to create the individualized marketing experience consumers have come to expect. So how do you make big data more manageable?
By making it small. Instead of looking for and gathering every piece of data available, gather and use the data you actually need to understand your customer. Small data means evaluating and understanding the real value in your data to create an accurate picture of your customers.
There’s not going to be any one data source or combination of data sources that fit every business. Your customers and their experience with you is unique to your company. Mine your data assets and find the small but meaningful data to individualize the customer experience.