Social Data Doesn’t Have to Be Big Data to Be Useful

There’s a lot of excitement around big data these days in all industries, from retail and marketing to manufacturing and even information security. Everyone is excited by the prospect of turning easily accessible data into a goldmine. But data doesn’t have to be big to be valuable.For retailers and marketers especially, sentiment data — the kind often captured in social networks like Facebook and Twitter — can be especially valuable. Often, expensive data analytics and data visualization packages are necessary to extract actionable information. But if you don’t need to correlate many disparate streams of data, simpler tools may give you exactly what you need.

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