![Why big data and small data both matter to marketers](https://blogs.sas.com/content/customeranalytics/files/2013/07/BIG-SMALL.jpg)
I don’t want to have a relationship with a marketing department. I don’t want to be your friend. I don’t want to engage in conversation with you. I feel no loyalty towards you. When I say I like you I’m not entirely sincere. And yet I chose to share an enormous amount of my life with