Close

CMO.com by Adobe delivers marketing insights, expertise, and inspiration for and by marketing leaders—all aimed at helping CMOs and senior marketers lead their brands in this new digital world. To help marketers stay informed and save time, CMO.com features curated content from more than 150 leading sources, in addition to original content from thought leaders at Adobe and across the industry.

Adobe is the global leader in digital marketing and digital media solutions. To learn more about how Adobe helps marketers make, manage, measure, and monetize digital content across every channel and screen, visit:

Visit Adobe.com  Adobe Marketing Cloud

Welcome ,Sign Out

Insight/ Analysis & Measurement

Little Data Makes Big Data More Powerful

You may not know this, but Big Data has a little brother. And together, Big and Little Data are far more powerful than Big Data alone. Big Data is what organizations know about people — be they customers, citizens, employees, or voters. Big Data is what enables banks to predict credit card fraud by analyzing billions of transactions, marketers to understand customer sentiment by analyzing millions of interactions on social media, and retailers to target promotions and offers by analyzing millions of purchases. In contrast, Little Data is what we know about ourselves. What we buy. Who we know. Where we go. How we spend our time. We've always had a sense for these things — after all, it's our lives. But thanks to the combination of mobile, social, and cloud technologies, it's easier than ever to gain insight into our own behavior.

Read full story »