IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2016v2i4p296-303.html
   My bibliography  Save this article

Focusing on Small Data to drive big results

Author

Listed:
  • Necsulescu, Nick

Abstract

Big Data has become ubiquitous and making sense of it is getting increasingly complex and, as a result, more costly. Although organisations continue to make strides towards a robust integration of structured and unstructured data types, the opportunity to leverage small-scale data to enable key business decisions, remains considerable. There are many ways in which organisations, especially small and mid-size, can be data-driven, and still make effective decisions at a low cost. This paper explores the benefits of creating ad-hoc analyses and insights through the utilisation of small-scale, standalone and third-party sources of data, namely, Small Data. Numerous case studies will be presented, including media mix studies, customer segmentation and event-based marketing, with each having three characteristics in common: high business impact, increased speed to decision and cost savings.

Suggested Citation

  • Necsulescu, Nick, 2016. "Focusing on Small Data to drive big results," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 2(4), pages 296-303, November.
    • Handle: RePEc:aza:ama000:y:2016:v:2:i:4:p:296-303
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/1727/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/1727/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Small Data; third-party data; 4Rs; event-based marketing; needs-based segmentation; media mix; purchase path; cost-savings;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2016:v:2:i:4:p:296-303. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.