What is Big Data?(And Does it Apply to Your Small Business?)

Patrick McFadden

First off, let’s try to define what big data really is:

  • it focuses on the enormous amount of information available to businesses thanks to the social web.
  • it’s the most overused buzzword in business today.
  • its meaning gets lost in all the hoopla.

Those of us familiar with spreadsheets or basic databases might be tempted to think of big data as 10x that data, with many rows and columns. However, it’s a bit more complex than that. If a traditional database is a collection of data, then big data is a collection of collections of data.

But the real question is:  Does it apply to your small business?

In my personal opinion, I’m not seeing it change anything. I’m not seeing a company go from not big to really important merely because they use big data. My best advice for small business owners is that you always start from core marketing principles – who is your audience? and what do they believe? If you can have an in-depth understanding of who they are, where they go and what they need, then, that will in many ways present the solution to you.

Small businesses should focus on collecting useful and relevant data in a logical way. In many cases, small businesses and even midsize companies can find insights in “small data” instead. In interacting with their best ten, one hundred or thousand customers and doing it in a very anticipated, personal and relevant way where those insights can drive their business forward.

The great thing is that the cost of data storage is dropping so fast that your small business should store all the useful data it can, right from day one.

 Question: What’s your opinion on BIG data?

Forget “Perfect Workspaces.” Customers Want Perfect Installation Days — Here’s What Happened When One Furniture Installation Company Got That Right

By Patrick McFadden • March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

From Trends to Tactics: How Our Marketing Firm Helps Medical Staffing Agencies Win in Changing Markets

By Patrick McFadden • March 8, 2025
Most marketing firms talk about tactics. We help our clients see the bigger picture.

Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

By Patrick McFadden • January 13, 2025
Discover how Google’s LSA update impacts kitchen & bathroom remodeling marketing. Learn SEO tips to attract leads and boost visibility in Richmond VA & beyond.
More Posts
Share by: