I really enjoyed this short article from Neil Michel at WireStone. https://www.chiefmarketer.com/big-data-is-great-but-dont-overlook-the-power-of-small-data/

It underscores what we have been telling our clients for the last few years. In the face of all the talk regarding Big Data and AI, it’s the basic blocking and tacking of database marketing that seems to be overlooked. At RMG, our Data Portrait Analysis is the perfect example of the valuable insight that can be gained by appending demographics, psychographics and geographic attributes to your current customer information. It doesn’t matter if you have a formal CRM platform or are simply collecting information in a CSV file, analysis of the data you have been collecting will yield tremendous value. Click here to see an example of our Data Portrait Analysis and the 23 predictive behavioral attributes we believe are important https://rmgusa.wpengine.com/wp-content/uploads/2018/04/RMG-Sample-Data-Portrait-Analysis-2018.pdf