Not every company has a Big Data problem. In fact, many companies are operating in “relatively sparse data environments,” says David Meer, a partner with Strategy&’s consumer and retail practice.
This isn’t your usual rant about how companies need to fix small data problems before embracing Big Data. No, Meer’s Strategy+Business article is much more original. He’s proposing that companies revisit existing data, and then seek out ways to add to or fill out that data for strategic advantage.
Why would they do this? It turns out the market doesn’t care if you don’t have large datasets and can’t afford to buy them. You still need to compete against data-driven companies.