“It’s the little details that are vital. Little things make big things happen.” – John Wooden

Big Data may wear the crown, but we’d argue that Little Data is the true king. One of the secrets in the concept of Big Data is that ultimately it is Little Data that drives personalization to the consumer and promotes the highest level of engagement. In other words, it’s not the Big Data itself, but the hidden insights that come from it that yield maximum results. Smart marketers know that pinpointing Little Data within Big Data is where true value lies – it’s the detailed insights in behavior it provides. Aka…the little hidden gems within the big stuff.

Having the right data is better than having more data. And, in many cases, understanding Little Data is better than understanding Big Data. Why? Because that’s where insights lie.

Little Data, Defined

Little Data is customer information that come from a precise source and offers small pieces of the story of a customer’s journey. It shows you the clicks that reveal your customer’s interests. It shows you what call-to-action inspired them to make a purchase. It tells you what web pages they’ve visited and what stories interest them. Basically, when you add up all these small data nuggets you get something huge and super insightful.

Little Data, Big World

When these little data points are combined, properly managed, and precisely analyzed you may just have a goldmine on your hands. When you can see your customer’s activity all in one place you can start to make connections and develop a personalized strategy based on these actions. The most successful companies focus on single use case information strategies, not grandiose plans for Big Data analytics. Large amounts of universal data exist everywhere – single unique insights that are personalized to your customers are what turns data into results. What’s the takeaway here? It only takes one unique insight to have a ripple effect on momentum.

At the end of the day, Big Data and Little Data should both be on your radar – when looked at correctly both matter in the long run and operate like the yin and yang of your data strategy. It’s important to consider the Big Data, but really pay attention to what the Little Data is telling you.