Big Data has been a hot topic in the marketing world for the last few years, almost to the point of exhaustion. Small Data, on the other hand, is an emerging topic that some experts say should demand an increasing amount of attention from marketers. Just like Big Data, rigorous processes and systems must be in place to effectively manage and utilize Small Data. According to a recent whitepaper, Realizing the BIG Value of “Small Data” – sponsored by PossibleNOW and written by Consumer Centric Strategy’s CEO Gregg....

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