Photographed by Peter Nguyen — AT&T
By Martin Lindstrom
March 26, 2016

Here are 5 reasons why Big Data no longer can stand alone, and why the future is likely to always include Small Data:

  1. Big Data analyzes the past – and thus is rarely able to predict the future. Small Data explores untouched terrain – and thus is better able to discern and predict new trends.

    Cover image courtesy of St. Martin’s Press LLC

    This article is adapted from the New York Times bestseller Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom. Copyright (c) 2016 by the author and reprinted by permission of St. Martin’s Press, LLC.


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