Using little data in your brand strategy

Collated from a variety of sources, 'big data' is analysed to identify patterns which organisations use to make predictions, improve efficiencies and provide personalised services. While big data is largely a tool for organisations to learn more about industries and people, little data is a tool to learn more about individuals, providing meaningful insights into consumer behaviour, preferences and aspirations.

Marco Broccardo, CEO of COLONY HQ (previously known as Eurocom), says: "In today's Age of the Customer in which consumers are dictating trends and shaping industries, little data has become an enormously powerful tool. When organised, analysed and packaged correctly, little data can quickly be transformed into accessible and actionable tasks for those who are trying to reach and influence a certain target market."

Digital DNA refers to an individual's double helix - derived from digital fingerprints and footprints - i.e. who they are and where they've been. This information is gathered from an individual's daily digital interactions, which are used to compile an intelligent database. Every time that individual interacts with a media owner, brand or campaign - whether via social media, SMS, web hook, QR code, MMS or email - the information is stored.

Over a period of time, the collated information provides an insightful picture of the person behind the mobile number. Tapping into this regular and direct interaction to collect little data allows brands and marketers to design loyalty programmes, craft targeted messaging strategies, tweak existing campaigns and understand their target audiences better.