Organizations often struggle to effectively utilize the vast amounts of data they collect, distinguishing between big data and small data. While small data is frequently overlooked, it can be instrumental in enhancing decision-making processes. By leveraging relevant datasets, businesses can gain insights to refine their operations, improve collaboration, and ultimately transform their strategies.

2. Big Data, Small Data: Making the Most of the
Data Available

3. Today’s presenters
Neville Hobson
Social Media Strategist, Internet Society
Jennifer Zingsheim Phillips
Director of Marketing Communications, CARMA

4. The Data Problem
• Most organizations collect mountains of data, but struggle to
use it effectively.
• Big data vs. small data: what’s the difference?
• Small data is often ignored, but it can help professionals
make more informed decisions.
• How are businesses already using data?

5. Data You
Possess
Data Outside Your
Firewall
Data That’s
Coming
Customer records
Transactional systems
Predictive models
Institutional expertise
Operational models
News
Events
Weather
Geospatial
Social media
Internet of Things
Sensory data
Images
Video
AR/VR
STRUCTURED AND ACTIVE UNSTRUCTURED AND DARK
What is Big Data?

6. Where is Data Hiding?
• Consider the platforms and tools you already use.
• Google Analytics
• Media monitoring tools
• CRM platforms
• This stored information needs to be exported or accessed in
usable formats.

7. Solve Your Problems with Data
• Leveraging relevant data sets provides the necessary insight to
make informed business decisions.
• Why should you be using data as part of your communications
plan?

8. Convert extensive,
ever-growing data sets
into valuable
differentiation when you
act on game-
changing knowledge.
Redefine your business
proposition when you
make expertise a
scalable resource.
Transform how you do
everything
collaboratively when
you can learn and adapt
perpetually.
GROW
KNOWLEDGE
FROM DATA
ENHANCE YOUR
EXPERTISE
LEARN AND
ADAPT
Reimagine Your
Possibilities

9. Q&A

10. www.carma.com
@CARMA
@CARMA_US
Neville Hobson
neville@nevillehobson.com
Jennifer Zingsheim Phillips
Jennifer.Phillips@carma.com