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So far, 2023 has been the year of AI, of the Metaverse, of the IoT. New professions have emerged, including CDO – Chief Data Officer, Data Scientist, Data Architect, Data Engineer… the list is long and the common denominator is always the same: Data. Not just any kind of data, but Big Data, a massive collection of structured and unstructured data, whose understanding is not immediate for a human being. Everyone wants to do, or claim to do Big Data, but who can effectively deal with such volumes and formats?

The keys to Big Data

To carry out a Big Data strategy, you need specific tools, knowledge of programming languages and experience in the use of technologies such as Hadoop, Spark or NoSQL. Given the complexity of interpretation of these data and the increasing importance of the new profiles dedicated to it, it seems that whoever handles data is the key to a successful business. So every training center, university and company that is afraid of not being able to keep up with the trends, which is known as FOMO – Fear Of Missing Out, joins the race to get a place in the paradise of data: new courses, Masters and training courses are born every week to add the word Big Data to their own curriculum.

Once we have obtained a degree that certifies our ability to process such complex information, it is time to apply our knowledge to reality, but which companies can deal with such volumes and formats? The answer is simple: Big Data for Big Businesses. We are not talking so much about size, but about their purchasing power to invest in the resources needed to process complex information and, above all, about the basis of this discipline, which is data. We are talking about many Terabytes and Petabytes, the collection of which must be automated thanks to IT systems for information planning and integration, where enterprise resource planning (ERP) or business activity data management (CRM) programs play a key role in data management.

Once this first requirement has been met, we will need to invest in cloud storage solutions, cybersecurity protocols, an adequate network infrastructure and trained personnel.

Companies such as Inditex, BBVA or Netflix can deal with Big Data. However, a small or medium-sized company will be limited by its own resources. Does this mean that companies with fewer resources will not be able to deal with data?

Small Data, the solution for small and medium-sized companies

The answer is simple: Small Data for Small Businesses. By Small Data we mean all data that is small enough for systems to process more easily, data that allows companies to deal with it more affordably because they could afford to invest in the right technology.

Small Data is equally valuable and necessary for the success of a business, as it focuses entirely on the end consumer: it provides detailed information on smaller samples of users, on their daily behavior, needs and preferences, identifying patterns and business opportunities.

The term was coined by Danish branding and neuromarketing expert Martin Lindstrom, and is defined as “the small clues that warn us of big trends“. Any company can conduct surveys, questionnaires and experiments, collecting these “little clues” through cell phones, social networks and websites, and using more accessible resources such as spreadsheets or dashboards. The information obtained allows us to create profiles and segment to personalize strategies and campaigns effectively, improving the customer relationship and user experience.

At FJ Intelligence, we offer solutions for companies of different sizes that want to keep up with new trends in data analysis. We adapt to our clients and, like Small Data, we are Customer-centric: we focus on the consumer to develop more personalized strategies and campaigns, reaching where simple numbers do not. Discover our solutions, our Competitive Intelligence and Digital team are ready to transform your business.