The power of small data

Ross Innes

A decline in data quantity need not mean a reduction in advertising effectiveness.

The ability to generate and collect data has significantly grown throughout the information age. The term ‘big data’ is used widely, with the growth of the internet and its increased usage in day-to-day user activity has led to a surge in the amount of data being generated. The amount of data in the world in 2020 was estimated at 44 zettabytes, set to increase to 175 zettabytes in 2025, an increase of 300%.1 The variety of data will also increase throughout the decade, with predictions stating 75 billion devices will be connected through the Internet of Things by 2025....

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