“Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.” ReasonBigsSeekingDataReason WhyCorrelationCausationIncremental Change Author:Martin Lindstrom
“Because we're always more woundable when caught at exactly the time where we're in the mood for that particular product or service - and as Big Data increasingly are able to pick up on clues revealing desire - automated systems are increasingly able to hit at exactly those moments, across those channels we move - with an offer matching exactly what we're desiring.” MomentsBigsAbleMovingDesireParticularProductsOffersPicksCaughtMoodDataClueRevealingMatching Author:Martin Lindstrom
“The fact that we all leave behind seemingly insignificant clues behind ourselves - emotional DNA or what I call Small Data - which are able to describe with an insane accuracy who we really are, our personalities and desires. But even more how we all represents out of balances - perhaps I feel too overweight, feel alone or feel I haven't achieved what I'd hoped for when hitting 40. These imbalances are surprisingly visible when visiting consumers' homes - and surprisingly invisible when relaying on Big Data.” FeelsFactsHomeBigsAbleDesireBehindsHavensEmotionalPersonalityBalanceInvisibleInsaneDataConsumersVisibleHittingClueDnaInsignificantAccuracyVisitingOverweightImbalance Author:Martin Lindstrom
“Big data is great when you want to verify and quantify small data - as big data is all about seeking a correlation - small data about seeking the causation.” WantBigsSeekingDataCorrelationVerifyCausation Author:Martin Lindstrom
