This is the era of Big Data, which involves several aspects of data involving customer interaction with the brand and social media along with several related information. While the digital era has created a complete awareness about Big Data, it is important to recognize that several brands related and segment-related decisions in marketing may involve the usage of Big Data along with thick data and small data.
Big data provides the context and does not shed light on why associated with consumer interaction. This is not to imply that Big Data is not important but to emphasize that small and thick data is equally important for the brands. The 3D’s of the digital marketing era is the synergy that is offered by the big, small, and thick data.
The big picture may indicate that a well-known brand of diet cookies that has the proposition of being light, is losing share to several other competitors in changing environment. Incidentally, it is to be noted that the customer mindset needs to be captured for many categories, as these categories may compete for the same need.
Data available across the brands, retail outlets, stock-keeping units, and other categories may be captured. Despite the reputation of the brand and its advertising, the brand may find itself losing share in different markets