Can “Big Data” work for small companies like it works for big companies? Yes, with proper precautions. Small companies can use the same analysis techniques as big companies but must pay closer attention to data quality and understand the impact of smaller sample sizes. For example, before re-targeting your marketing solely at young millennials, inspect your data to make sure that customer birthdate doesn’t default to 01/01/2001 and is accurate only when an order-taker remembers to ask. Please keep in mind that it’s not just the size of data samples, but the quality of data and work that make “big data” technology useful. Big companies can deal with a certain level of data noise, small companies can’t.
Lynn Beckwith “ACinc”