Big data has never been bigger. On the heals of a new study (reported here) that shows that investors have pumped $3.6 billion into big data startups this year, and Gartner’s latest Hype Cycle which shows big data quickly approaching the top of the hype “cliff” (along with Consumer 3D Printing and Gamification), one is tempted to see more of the same in 2014. Yet all the steam coming out of the big data hype machine seems to be obscuring our view of the big picture: in many cases big data is overkill. And in most cases big data is useful only if we can do something with it in our everyday jobs.
Which is why against the backdrop of more hype (and more confusion) about the real role for big data, the case for thinking small looks more and more attractive. In fact, I recently penned an opinion piece for ZDNet in Paul Greenberg’s excellent column on Social CRM on 10 Reasons 2014 will be the Year of Small Data. You can read the full piece here, and here’s the Cliffs Notes version of the first 5 reasons:
- Big data is hard. Doing it at scale takes time, especially when the tech guys own it (I used to be a data scientist, so I can say this!).
- Small data is all around us. Social and mobile signals can help us understand customer needs – today.
- Small data powers the new CRM. Small data is central to the rich profiles essential to targeting offers and experiences.
- ROI is the thing. To realize the full value of data-driven apps they must be accessible, understandable, and actionable for everyday work (remember our definition).
- Data-driven marketing is the next wave. As more consumers want to access, and consume and even wear useful data, there’s an unprecedented opportunity for savvy marketers and platform providers like Adobe, HubSpot, and Salesforce, along with data specialists and tool providers like Actuate, Localytics, TrueLens, and Visible to power the next wave of apps, experiences and devices.
What do you think? Are you finalizing your big and small data strategy for 2014? If you’d like DCG’s perspectives as you formulate your plans I’ll be hosting a special Webinar on Dec 12 at 1:00pm ET to share our outlook and 2014 research agenda. Hope to see you there!
UPDATE: missed my Webinar? You can view the replay by clicking here.
One of the best parts of my research over the past several months as I worked on DCG’s “Bringing the Power of Big Data to the Masses” study (report now available here) has been getting to sample both current viewpoints as well as some of the literature and developments from the past 20+ years on the topic. In fact, big data and today’s analytical tools are very much a product of the “generations” of data and data processing that came before them.
Here’s a cool illustration we created for the report that highlights some of the key developments, deals, and publications related to big data, analytics, and small data since the invention of the web in 1989. We had to leave out a number (many) of potential items, so I’d love to hear what milestones would you have included – enjoy!
With a flurry of new articles on small data in various publications recently – including Wired, Technorati, and AllThingsD – there’s a growing number of voices contributing to the small data movement (a great thing!). But with these new perspectives, I feel like it’s a good time to re-ground the conversation in an actual definition of what we are talking about when we refer to “small data” – or at least what I’m talking about!
So in this post I wanted to share my first cut at a proper definition. Yes, I’ve framed the pillars for small data in many other places, going back to my first guest piece in Forbes on the topic a year ago (!), and more recently I’ve embraced the idea of describing small data as “the last mile of big data.” But these were descriptions or principles vs. definitions for the most part.
So, after spending the last couple month working on Digital Clarity Group‘s new multi-client study on “Bringing the Power of Big Data to the Masses” (sponsored by my friends at Adobe, Actuate, HubSpot, and Visible), seeing how marketers are looking to make analytics more accessible and actionable – and creating some new starter use cases, an interesting thing happened: a definition emerged!
In fact, while our final report is still a week or so away from being available from DCG and our sponsors, I shared the definition with our audience at the Digital Pulse Summit this past week during my panel on small data, and given the response, I wanted to provide it here as well.
A New Definition for Small Data
Small data connects people with timely, meaningful insights (derived from big data and/or “local” sources), organized and packaged – often visually – to be accessible, understandable, and actionable for everyday tasks.
Note, as we describe in our report, this definition applies to the data we have, as well as the end-user apps and analyst workbenches for turning big data set into actionable small data. The key “action” words here are connect, organize, and package, and the “value” (the 4th V of big data) is rooted in making insights available to all (accessible), easy to apply (understandable), and focused on the task at hand (actionable).
In fact, I hope it’s as much a mission statement, as it is a definition. What do you think? Did we nail it?
Reaching and engaging today’s social, mobile consumer creates unique challenges for retailers. With more than one billion Facebook users, and nearly everyone on the planet with a mobile phone, there’s never been more potential to reach new audiences, deliver compelling omni-channel experiences, and gather new insights on consumer likes and dislikes. Yet these same trends have also created new distractions, potential threats (and opportunities) from the phenomenon of “showrooming,” and a shortage of expertise for sifting through and make sense of a growing mountain of customer data.
Against this backdrop, the importance of connecting with buyers via tailored offers, recommendations, and experiences has never been more important. Even in B2B, among best-in-class content marketers, 71% tailor content to a profile of the decision maker, according to a recent CMI/MarketingProfs study. But at the same time, delivering convenience and bringing your brand and data to where your customers are, and factoring in the role of influencers, product reviews, and word of mouth needs to be in the mix as well. Clearly, in this environment, merchandising is both an art and a science!
This is why I’ve been seeing a tremendous opportunity for retailers who embrace their customer data as a both an asset and a product, and also invest in the notion of small data by tapping digital breadcrumbs, social signals, and profile information (as sources) and committing to making insights actionable and available to (the broadest set of) staff and customers alike. In fact it’s a theme that I’ve validated in several discussions with retail consultants, planners, and merchandising professionals over the past several months.
The end goal is greater understanding, better performing campaigns, and a more rewarding experience for your customers.
More specifically, as I recently discussed in a Digital Clarity Group Brief sponsored by my friends at SDL (you can download the paper as well as some excellent presentations here), it’s clear that:
- Retailers can boost their understanding of customers and better serve them (on their own terms) across all channels by looking to blend transactional processes and insights with social interactions and data.
- Innovators are focusing on making insights actionable via recommendations and predictive targeting, smart apps/kiosks for associates, and location-based offers.
- There are clear benefits to thinking small – targeting local campaigns and data, starting with high potential segments, and streamlining key stages of the path to purchase.
Most importantly, we can’t forget to ask customers what they think. Encourage social feedback and make it easy to share offers with friends. If you can’t measure it (conversions, sharing, etc.), don’t do it!
The bottom line as retailers look to position their products, create timely and compelling offers, and deliver on the promise of true omni-channel commerce, is to leverage all insights to streamline back-end processes and simplify front-end interactions. This means chunking down the path to purchase, and looking for ways to present the right product at the right time, offer help (if needed), and make it easy for consumers to finish their journey.
What do you think? Do you buy it?
Last week I gave the closing keynote at IMS San Francisco on the topic of Rich Media, Personalization and Small Data. The event – which brings together top marketers and thought leaders in content marketing, social media and advertising – was a great forum for testing some of my latest thinking on content and scale. And specifically the growing shift from big budget campaigns, long-form video, and big data, to word of mouth viral campaigns, short-form content like vine and snapchat, and small data.
As I shared, this shift impacts (and enables) how marketers can create more effective way to reach and engage customers AND employees, and how they can bring their stories to life. To do so, I argued we need to align around 3 goals:
- Inform – Be HELPFUL! People pay attention if you’re saying something useful or unique – and you reach them when they are thinking about what you are saying,
- Connect – Help customers connect with you and each other…and
- Motivate – The essence of influence is motivating a behavior; in the digital world, content + context drives participation. The ultimate goal of content marketing (and small data) is creating this action or behavior. No participation or action = NO ROI!
With these goals in mind we can map out specific tactics like making video content and your YouTube channel part of your product strategy, and bringing data to where your users are, via mobile apps, social coupons or QR codes.
You can check out my entire presentation and see other examples and takeaways in my SlideShare below. Enjoy!
Big Data is everywhere. Yet many companies lack a clear vision for rolling out big data in practical, measured steps. At the same time, with social networking, BYOD, and expectations from interactions with brands like Amazon, Apple, and Nike, most employees have seen the potential, yet many aren’t equipped to harness this power in their workplace. The small data movement — which I’ve been writing about for the past 6 months (and thinking about for many years) — aims to address these challenges and re-envision the “last mile” of big data via consumer-style, more responsive, more social apps that truly turn insight into action.
Not surprisingly, this idea is getting a LOT of attention. In fact, over the past 6 months there’s been as much published about small data as there was in the previous 3 years. Clearly small data has gone big time as a theme, concept, and set of tools.
So why is small data taking off?
- First, while understandably there’s a lot of excitement about big data, there’s a growing reality that doing it at scale and waiting for all the trickle down benefits can take a lot of time. Especially if you’re not in the C-suite.
- Second, (and here’s where I jump on my soapbox), the last mile of big data is really where the value is created, opinions are formed, insights are shared, and action are made. By non data scientists. Everyday.
- Third, there’s some great consumer examples of small data hitting the stage, most notably the much hyped but potentially game-changing Google Glass, which brings together small data and visualization with wearable computing, all in a semi-stylish package.
So who is fueling the small data movement? I wrote about 10 vendors who get the value of enabling simple, smart, responsive, socially aware tools and solutions in my last post. And a couple weeks back I wrote about 5 additional vendors and a new study I’m doing with Digital Clarity Group in a post on the DCG blog, which you can read here.
As small data takes off, I will continue to provide updates and thoughts both here and on the DCG blog. As always I’d love your thoughts and suggestions in the comments below.
Thanks for stopping by!