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Home » If the Era of Big Data Coming to an End, What’s the Next Big Thing?

If the Era of Big Data Coming to an End, What’s the Next Big Thing?

• cloudesign
• December 22, 2021

• Let’s unveil the contradictory argument of “Big Data is No More”. Is it true? Apparently, Yes. It all began when experts from Gartner claimed that 70% of the organizations will transit from Big to Small and Wide Data by 2025. 

   

  So “Small and Wide Data” it is. Seems we need to put more light on this concept. So let’s dive into the space of small and wide data and find out how it is different from the conventional Big Data practice.

   

  The Anatomy of Small and Wide Data

  The general explanation of small and wide data is picking out more exact information and clear insights from individual data components to draw valuable comparisons.

   

  Small Data

   

  As the term itself explains small data is the opposite of big data, but don’t be mistaken by assuming that it’s extracted from the big data sets. It’s rather the data sets collected within individual organizations and is based on individual problem-solving.

   

  

  A very popular use case of small data is the “dirty sneakers” insight that LEGO executives found relevant to enhance customer satisfaction. The story goes like this: LEGO’s “big data” studies suggested that new-generation kids lacked patience and attention to engage with complex LEGO projects, instead they demanded instant gratification.

  But the small data insights told a different story to LEGO executives. LEGO learned from a 14-years old customer who was a huge fan of skateboards. According to the kid, his skateboard exploits were honoured by the wear and tear on his shoes. He considered the worn looks of his sneakers as a badge of honour. That is when the brand realized that children align social currency with the mastery of their chosen hobby.

  This analysis resulted in LEGO changing its strategy from larger LEGO pieces to smaller, individual and more complex components. And this worked.

   

  Wide Data

   

  Wide data is about aligning a wide range of dissimilar data sources together to derive meaningful analysis. A real-life example of the use of wide data relates to Target department stores in the USA. The store looked at customers’ purchase patterns to analyze the likelihood of customers who purchase a certain subset of goods to buy another basket of products soon after.

  The wide data analysis put light on the spending habits of couples expecting a baby and the department store built an effective marketing strategy around that.

   

  The Verdict

  The golden era of big data provided organizations, researchers, industry experts, and even entire countries with vital information. To be frank, it’s not the end of big data. Big data will be there to assist the new strategy of small and wide data analysis for a few more years. However, the limitations of big data are starting to show and companies will continue to limit their reliance on it.
  On the other hand, small and wide data has proven its practicality in the past. And the fact that it is more effective in analyzing more specific problems makes it a complement to a wide variety of data available with the organizations.

   

  References

   

  1. https://www.gartner.com/en/newsroom/press-releases/2021-05-19-gartner-says-70-percent-of-organizations-will-shift-their-focus-from-big-to-small-and-wide-data-by-2025
  2. https://www.peterfisk.com/2018/11/from-brands-to-buyology-the-lego-kid-to-time-100-martin-lindstrom-comes-home-to-explain-what-really-matters-today/
  3. https://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/?sh=54e5f4e76668

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