In Defense of Small Data

There has been enough buzz about Big Data over the past year or two to create a very big data file. It seems that if you do not have a strategy around big data, mining ecommerce and social media sites for new insights into your customers, using new data management software tools like Hadoop, you are at a serious disadvantage to your competitors who are all jumping on the big data bandwagon. And - there is merit to this line of thought for some companies. The increase in the volume, variety and velocity of data flows has increased exponentially with the growth in online activity. There are more types of different data being generated at an increasing pace, and companies need to understand h

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