March 30, 2017: Today’s Throwback Thursday article is “David Vs. Goliath: Why Little Data Will Win Over Big Data” from my Forbes.com column on May 29, 2014. The issues discussed concerning big data are now apparent today. In the Internet data scraping world, numerous marketers are now disillusioned by the hype about the quintillions of unstructured big data bits filled with bot fraud, unverifiable assumptions, unknowable demographic representations, and privacy issues. Forget the size of the data and focus first on the business issues/challenges cautions the article. Second, seek out the relevant data to better understand the business issues/challenges. Finally, apply advanced analytic processes to the relevant data to empower executives to make better evidence-based decisions to manage challenges.

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