Little Data or Big Data in Email Marketing?

Nowadays, everyone seems to be talking about the concept of "Big Data" as an indispensable element for capturing and managing information in the digital world. But... Is it as effective in Email Marketing as we think?

Ironically, that the Big Data is so "Big" poses a great difficulty: analysing the large amount of information and data that is received. Few organisations are able to cover and delve into the totality of the immensity of data collected by information systems.
It is precisely at this point that a concept that increasingly deserves the attention of today's digital marketing community comes into play: The "Little Dataor, in other words, small and segmented data. According to Warc.com, segmented Little Data and predictive analytics will have a considerable increase in the strategic role of email marketing in 2016.. The reason why Little Data is expected to become more relevant is because more and more marketers believe in more concrete and segmented information as a better way of marketing today.

When we talk about Big Data we are talking about the analysis of behaviour and predictive buying patterns on a large scale. The information we obtain is stored massively and comes from a wide range of sources. One example is the analysis of the behaviour of millions of consumers by observing their interactions on social networks. What do we mean by Little Data? Little data consists of analysing smaller and more focused groups of information, in order to avoid getting lost in the immensity of information that Big Data represents. It is the use, analysis and processing of simpler data that directly affects a business as it is used on a daily basis. Little Data optimises search and analysis time. In other words, it gets to the point. An example would be the analysis of consumer behaviour for a certain product.
Is Little Data the new Big Data?
It doesn't have to. The rise of this type of data does not necessarily mean that it has to replace Big Data. However, it is important to consider both uses of data. Big Data can represent a great opportunity for those businesses and companies that have the capacity to process and analyse large amounts of information. But for most companies, Little Data appears as an easier and more effective opportunity to analyse and use data.
According to EJ McGowan, CEO of Campaigner, all marketing strategies should be based not on just any information, but on information that is appropriate and relevant for each type of audience. In addition, he says the industry is moving from macro-data to an increasingly segmented and metric-driven view.
Thus, marketers expect to get better results in the future. insights and build more effective relationships through the use of Little Data and predictive analytics. According to the study j2 GlobalThe 74% of them aims to attract more customers and the 40% aims to retain existing customers. Most industry experts support that Little Data is better for email marketing in terms of strategy and execution than Big Data.