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Agreed Simon, I think there is clear value in 'big data', in some market segments more than others, but i'm also a real fan of 'small data'. I tend to simplistically see 'small data' as that which comes voluntarily from individuals (customers or users) voluntarily through their digital interactions. I think that the ability to harness that and turn it into value for the individual/ data provider will keep us all busy for a while.
