The paradox of big data: It’s only useful if you break it into small data

Big Data is all the rage right now. It is seen by many as the key to business decision nirvana, but many companies struggle to understand how to use that data to make better decisions.

Allen Bonde is principal analyst at Digital Clarity Group and an adviser to Art+Science Partners. He has also worked as chief marketing officer for three companies and was an early proponent of data-driven marketing.

Bonde has said part of the problem with big data in business today is that it has for the most part remained the province of data science geeks. For real business people to take advantage of this data, we need to break it down into the last little bit that actually helps make a decision — what Bonde calls “small data.”

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