Thinking small can make Big Data better, expert says

09/11/2013 | eWeek

Enterprises need no introduction to Big Data, which turns massive amounts of digital information into actionable intelligence, but some experts now say that when it comes to effective analytics, bigger is not always better. According to some experts, marketing and sales executives looking to leverage consumer information for strategic decision making are better served by tapping into smaller, richer morsels of information that reside closer to the surface. "We all leave a 'trail of breadcrumbs' behind us with our digital service providers, which together create our digital traces," said Deborah Estrin, who says more technology is needed to tap into "small data" assets.

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