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.