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Sometimes Smaller (Data) is Better
By: Janet Kalandranis
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The rage is about big data. The more information, the more a brand can learn, and the more opportunities to succeed. It’s a simple thought and makes sense, yet put it into action and the result is quite different. Today, brands are so focused on getting every piece of real-time data that they get lost in the data itself. It’s like having a gazillion cookies to choose from with an appetite for only a few. Wouldn’t those other cookies just go to waste? Okay, so maybe it’s not that simple, but the point needs to be about what data can change a brand for the better instead of the concept of "more is better."

Many brands are hoarding data. Unfortunately, there is no support group for this as of yet. And the goal of these brands is definitely a smart one, but many times it’s not realistic. Brands want as much real-time data as they can get their hands on in order to get smarter and increase success for the business. The problem arises when there is so much data that no one knows how to use it, where to use it, or what to do with it. So it sits there, in a data cell, never being used. It’s like sad data. No brand wants sad data. So instead of getting stuck in a cycle where the focus is getting every metric possible, switch to thinking about objectives.

It’s a standard in every marketing practice to determine goals and objectives and build a plan to support them. However, this practice somehow got lost with all the excitement of big data. Now’s the time to stop the craziness. Go back to basics and determine the goal of a program or tactic. Once this has been agreed upon, it’s much easier to determine which specific metrics will help measure that goal. Even more specifically, determine which metrics the brand can and will use to make it smarter in the future. That’s small data with big dreams. So it’s kinda just as powerful as big data, just in a smaller, more manageable way.

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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