Major revolutions in science often begin with a breakthrough in measurement. We are now at the beginning of a new era, comparable to the start of modern science in the 17th century.
Small Data is more important than Big Data
In this era of Big Data, Doc Searls takes a new position in his new book israel telegram data The Intention Economy” . It is not about very much or very big, but about very small, about the detail. It is about the smallest set of data that provides unique insights into the needs of the individual. Searls calls this “Small Data” . In his eyes, Small Data will even become more important than Big Data in the future , with the caveat that both sets of data go hand in hand: “[…] the end result is that the “ Small Data ” that's yours will be more important than the “Big Data” behind marketing's guesswork. The two in the long run will dance together. But for now the Small Data side needs to get its act together. And it will.”
. Professor Eric Brynjolfsson also thinks the same. He just gives the beast a different name. He calls it “Nanodata” . In the article “ Big Data is being overtaken by nanodata ” by Kristian van Tuil, Brynjolfsson’s thoughts are clearly explained: “Ultimately, the trend of Big Data […] leads to the rise of nanodata: a science that will focus on the small but essential facts that can be extracted from a stream of Big Data. Big Data tells us a lot about groups. Nanodata will tell us everything about individuals, so that companies can serve them in a customized way, taking into account personal preferences.”