Small Data

BOOK TIP In the book "Small Data", author Martin Lindstrom explains how new business ideas are developed with the help of self-researched, true-to-life consumer information.With Small Data, Martin Lindstrom promises marketers and salespeople the key to their customers' deepest desires. He uses many examples to show what this looks like in practice. He also talks about his numerous trips to foreign countries. The first two chapters may still be exciting, but from the third chapter onwards at the latest, one wishes for something more tangible for one's own use. Instead, one story follows the next. Unfortunately, Lindstrom repeatedly digresses far back to previous assignments he has been given and the experiences he had in the process, only to consider the knowledge he gained then to be important for the current assignment after several pages. Sometimes the connections seem a little far-fetched. Anyone who wants to know as quickly as possible how to proceed with a small data search should turn straight to the last chapter. Despite all the criticism, it is still a useful book because it shows that big data does not have to be the last word in wisdom. Company founders and marketers should therefore take a look at the book, says getAbstract.getAbstract rating: 7Implementability: 5Innovation level: 9Style: 8Publisher: Plassen VerlagPublication year: 2016Pages: 319ISBN: 9783864703515