Small data: A "good medicine" for solving big data problems

At present, with large data increasingly hot, the application of large data is also gradually deepening, however, the controversy around the big data has never stopped, still very intense. One reason is that, despite the good prospects and the potential, it is often challenging and tricky to use and achieve business value in "gross" data.

As a first step, powerful machines and experienced data scientists are needed to transform raw information and vast data into insights. In this process, it is difficult to assign the right resources and to paraphrase the information across departments and disciplines. And as we draw out the insights from the data, the next step in how to use these insights is just as confusing.

So what should we do at this stage? The author thinks that the antidote to the current problem of large data application is "small" data.

What does small data mean to marketers?

Small data, in nature, acknowledges the value of less and more relevant data points. Because the value of the data should not depend only on its size, but should pay more attention to its quality, and how these data can be better analyzed, explained and used. Small data focuses on practicality and focuses on collecting the right data types and quantities with the highest efficiency and relevance.

For marketers, small data means a specific, limited set of data. So in the application process of large data, marketers need to deal with a smaller sample size, such as targeting a small segment of the customer base, or focusing only on improving the details that drive the business, helping the brand to be more personalized and organized in marketing and delivering more to the customer in a timely fashion. Most importantly, these types of data are around us, accessible and available.

Why the author said that the use of small data, the brand can also become more humane? This is because businesses use "small data" to define who is in demand at a particular point in time, and then to provide and meet the needs of those people in a personalized and relevant manner. Automated Intelligent Marketing Service provider Webpower has already helped some customers with small data, realized the automation marketing based on BI intelligent forecasting model, and the marketing positioning is accurate and easy to implement.

Big data is driving marketing forward, I think, now is the time to start the "whole" to "0", the "big" data into a number of manageable "small" data. and small data can fundamentally and better change your marketing status, because small data makes big data no longer high, but really for the interests of customers and marketers to provide a bridge. The following author tells you exactly how to use "small data."

Connect consumers and marketers

Consumers want to be entertained and told that they want to build a relationship with more people, ideas, products, etc. in a variety of ways to get a better lifestyle. And marketers represent these people, ideas and products. and small data is a way for consumers to get what they want and connect with people they want to connect with.

Because small data itself is more customer-centric, marketers are more likely to identify and understand these customers and help customers find the brands and products they want at the time and place they want. And because they are more focused on customers, using small data makes it easier for marketers and consumers to establish a relationship between people than traditional marketing methods.

For example, most people should have had the experience of buying an item right away, but not knowing where to buy it. When physical stores are able to link customer-centric small data such as location, search history, and brand preference to small data such as inventory, it makes it possible for consumers to find what they are looking for in real time. The key to this interaction is to build a relationship between the customer and the brand.

D1net Comments:

Small data can be described as a "good medicine" for solving big data problems, with the application of small data in-depth, the user gradually realized the benefits of small data, the application of small data, on the one hand, in the brand and consumers to build a mutually beneficial relationship between the author's enterprises to enhance profitability, on the other hand, Also through more humane marketing, so that consumers in interpersonal communication more happy, healthy, you can see, in the resolution of large data problems, the role of small data cannot be ignored.