A detective’s story: How tiny clues can reveal great opportunities

Abstract

Big Data and advanced analytics are powerful tools for any data-driven team. Nevertheless, there are times when relying on vast amounts of data or dry A/B testing will deliver only a partial image. In such cases, the quality of this picture could be improved by embracing tactics such as avoiding wilful blindness, challenging preconceptions and adopting hybrid, bespoke approaches that deliver both the what and the why. This paper describes how ‘small data’ (to use Lindstrom’s term) can save the day by helping translate numbers into action, revealing a massive opportunity that would otherwise be missed.