What big data doesn’t allow for is agility and true behavioral insights in relation to marketing efforts. We live in a fast-paced world, and by the time big data projects are completed, the landscape has often already shifted, making many insights obsolete.

When it comes to marketing, big data just doesn’t cut it. It’s a whale trying to maneuver in a lap pool; it’s too big, too slow and likely to create a lot of frustration. That’s why I’m a huge proponent of small data – or agile data.

Various agile data collection methods allow companies to keep their finger on the pulse of their consumer base. In turn, companies investing in agile data are able to be far more responsive to the needs of their consumers by making faster, data-driven decisions. Agile data allows you to meet consumers on their playing field.