How thinking small can make Big Data better

05/6/2013 | Harvard Business Review online

Enterprises need little introduction these days to Big Data, the emerging field of information analytics that helps companies decipher the motivations and behaviors of large numbers of consumers. But experts say augmenting this top-down approach with customer-centric "Little Data" solutions can unlock new opportunities for customer engagement. Mark Bonchek, chief catalyst of Orbit & Co., writes that end-user analytics, such as applications that let consumers track their energy usage, combined with Big Data apps that enable them to compare their consumption with people in their neighborhood can create a powerful partnership between companies and their clients.

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