Last week I gave a talk at the excellent SPARK Boston event along with some other marketing heros of mine including CC Chapman and Kyle Lacy. Of course the topic was Small Data, with a brief history of the topic and a drill down into my thoughts about the movement providing key inputs into a new design philosophy. I also teased the new mobile app my colleagues have been building with the smart folks from Raiz Labs – which provides a great use case for small data in action.
You can check out my entire presentation and a few highlights of our new app in my SlideShare below. Enjoy!
Just as embedded processors (and cheap memory) sparked a new generation of smart systems and consumer devices like the smartphone, embedded BI and analytics – enabled by advances in big and small data processing, open source projects like BIRT and Hadoop, and rich APIs – has the potential to change the face of many categories of applications (and devices).
Think hyper personalized and portable customer experiences, or smarter trading grids that anticipate disruptions or automatically seek out the best deal. Or new views into markets or business operations that reveal previously unseen relationships or potential innovations.
Meanwhile we are all looking to get closer to our customers, by gaining a true 360 degree view of what they want and how they are interacting with us and each other. This is where some of the new Analytics-as-a-Service (“AaaS”) offerings like Watson Analytics and the recently launched OpenText Big Data Analytics in the Cloud fits in. Combining advanced and predictive analytics, delivered as an easy to use managed cloud offering, AaaS aims to bring the power of big data to everyday business users, creating one view of their customer base, with a super-fast dedicated analytics data base and pre-built algorithms for handling the most common marketing and operational analyses.
The future of analytics is clearly about these types of tools that serve the growing population of “citizen data scientists.” It’s also about delivering insights from new data sources (think IoT) to users on their device of choice like smartphones, tablets or even smart watches. And building on a foundation of good information design (as detailed by Edward Tufte), blending the right unstructured and structured content, and applying the latest digital engagement models and approaches (like those from my friend and former colleague Esteban Kolsky).
Discover more in Vegas at Enterprise World
All of these scenarios will be front and center in the Analytics track at the upcoming Enterprise World 2015 event in Las Vegas in early November. I’ll be there with a cast of 1000’s delivering a couple keynote addresses as well as parts of several breakouts and demos looking at the role of big and small data, analytics and digital asset management, and helping to premiere our latest IoT demo (hint: it includes a network of Raspberry Pi-based sensors, an MQTT broker, and visuals powered by the OpenText iHub).
Learn more about the event and our sessions by clicking here.
At the beginning of the year it looked like 2014 was shaping up to be a year when Small Data moved out of the shadows and into the mainstream (or maybe even THE Year of Small Data as I predicted in this op-ed for ZDNet). Judging by the volume of articles, social chatter, and casual conversation I’ve had at numerous industry events, Small Data has arrived. But it still means different things to different people. And that’s cool, since there’s a lot we’ve learned over the past couple years about why it’s important – not only as an alternative to Big Data – but also as a design philosophy and movement that shifts the conversation from processing power…to people!
So if you’re new to the topic, or just curious how Small Data has grown up, I’ve collected my “Top 10” articles for sampling the early concepts as well as the latest thinking. There are many more pieces I’ve left off, but this might serve as a core reading list. And yes, I’ve included just 2 of my own articles, but if you like them you can find many more on this blog or on the Actuate buzz page.
The Early Days – Foundations
Forget Big Data, Small Data is the Real Revolution – Rufus Pollock’s (@rufuspollock) original post on the power of Small Data, collaboration and “decentralized data wrangling” from April 2013. Consistently one of the top 5 most cited pieces on the topic, it’s a great companion to my Forbes piece below.
These Smart, Social Apps Bring Big Data Down to Size – my piece with Mark Fidelman (@markfidelman) from October 2012 that introduced the pillars of small data design: make it simple, be smart, think mobile (be responsive) and predicted a new wave of user-centric business intelligence.
What happens when each patient becomes their own “universe” of unique medical data? – Prof. Deborah Estrin (of @cornell_tech) talk at TEDMed 2013 has key ideas around managing our own personal Small Data. Especially relevant to not only privacy discussions but also those pondering the next wave of wearables and fitness tracking devices.
Data-driven Marketing – 3 Perspectives
Small Data Can Help Businesses Be More Human – great post on the need for “human scale” in marketing by Brand Networks CEO Jamie Tedford (@jamietedford).
What the “Small Data” Revolution Means for Marketers – it’s all about delivering more targeted, more personalized and all-around more intelligent marketing campaigns says CommandIQ (@CommandIQ) CEO Noah Jessop. Right on!
What’s The Big Deal About ‘Small Data’? – recent roundup of perspectives on the marketing front (yup, including my own) by my friends at CMO.com.
Is Small the New Big? – Mainstream Thinking and New Voices
Focus on data value, not its ‘bigness’ – one of my recent op-eds on data value, decentralization and the new CRM. Good overview piece if you want to get a high level perspective and stir up thinking within your own organization.
In Praise of ‘Small Data’: How Targeted Analytics — Not ‘Big Data’ — Are Transforming Education Today – new post by Brian Kibby (@BrianKibby), President of McGraw-Hill’s Higher Education Group.
Your Sushi May Be Getting Smarter – new piece in The Atlantic by Tech Editor Adrienne LaFrance (@AdrienneLaF) on “smart objects,” food safety and the power of Small Data (and IoT).
How To Create Incredible Customer Service Through The ‘Small Data’ Advantage – new piece by customer service speaker and author Micah Solomon (@micahsolomon). While a lot of my focus to-date has been on marketing use cases, I think there are some great ones in customer service/loyalty as well as this post suggests.
What articles did I miss? What would you add if I made it a “top 20” list instead?