The tech world is constantly buzzing about big data – but your small business doesn’t need to be, according to one expert.
Steve Weber, a professor at UC Berkeley’s School of Information, says it doesn’t make that much sense for small businesses to try to turn every customer interaction into data points for deep analysis.
“The big guys can afford to try to collect as much data as they can,” says Weber. “But for small businesses that’s just not feasible. A restaurant is not going to have a team of data scientists in the back, so it’s a question of getting a return on your investment.”