<s>
Small	B-General_Concept
data	I-General_Concept
is	O
data	O
that	O
is	O
'	O
small	O
 '	O
enough	O
for	O
human	O
comprehension	O
.	O
</s>
<s>
The	O
term	O
"	O
big	B-Application
data	I-Application
"	O
is	O
about	O
machines	O
and	O
"	O
small	B-General_Concept
data	I-General_Concept
"	O
is	O
about	O
people	O
.	O
</s>
<s>
This	O
is	O
to	O
say	O
that	O
eyewitness	O
observations	O
or	O
five	O
pieces	O
of	O
related	O
data	O
could	O
be	O
small	B-General_Concept
data	I-General_Concept
.	O
</s>
<s>
Small	B-General_Concept
data	I-General_Concept
is	O
what	O
we	O
used	O
to	O
think	O
of	O
as	O
data	O
.	O
</s>
<s>
histogram	B-Algorithm
,	O
charts	O
,	O
and	O
scatter	O
plots	O
)	O
.	O
</s>
<s>
Big	B-Application
Data	I-Application
is	O
all	O
about	O
finding	O
correlations	O
,	O
but	O
Small	B-General_Concept
Data	I-General_Concept
is	O
all	O
about	O
finding	O
the	O
causation	B-Application
,	O
the	O
reason	O
why	O
.	O
</s>
<s>
A	O
formal	O
definition	O
of	O
small	B-General_Concept
data	I-General_Concept
has	O
been	O
proposed	O
by	O
Allen	O
Bonde	O
,	O
former	O
vice-president	O
of	O
Innovation	O
at	O
Actuate	O
-	O
now	O
part	O
of	O
OpenText	O
:	O
"	O
Small	B-General_Concept
data	I-General_Concept
connects	O
people	O
with	O
timely	O
,	O
meaningful	O
insights	O
(	O
derived	O
from	O
big	B-Application
data	I-Application
and/or	O
“	O
local	O
”	O
sources	O
)	O
,	O
organized	O
and	O
packaged	O
–	O
often	O
visually	O
–	O
to	O
be	O
accessible	O
,	O
understandable	O
,	O
and	O
actionable	O
for	O
everyday	O
tasks.	O
"	O
</s>
<s>
Another	O
definition	O
of	O
small	B-General_Concept
data	I-General_Concept
is	O
:	O
</s>
<s>
The	O
small	O
set	O
of	O
specific	O
attributes	O
produced	O
by	O
the	B-Operating_System
Internet	I-Operating_System
of	I-Operating_System
Things	I-Operating_System
.	O
</s>
<s>
Small	B-General_Concept
data	I-General_Concept
includes	O
everything	O
from	O
Snapchat	O
to	O
simple	O
objects	O
such	O
as	O
the	O
post-it	O
note	O
.	O
</s>
<s>
Lindstrom	O
believes	O
we	O
become	O
so	O
focused	O
on	O
Big-Data	B-Application
that	O
we	O
tend	O
to	O
forget	O
about	O
more	O
basic	O
concepts	O
and	O
creativity	O
.	O
</s>
<s>
Lindstrom	O
defines	O
Small	B-General_Concept
Data	I-General_Concept
"	O
as	O
seemingly	O
insignificant	O
observations	O
you	O
identify	O
in	O
consumers’	O
homes	O
,	O
is	O
everything	O
from	O
how	O
you	O
place	O
your	O
shoes	O
on	O
how	O
you	O
hang	O
your	O
paintings	O
"	O
.	O
</s>
<s>
He	O
thus	O
considers	O
that	O
one	O
should	O
perfectly	O
master	O
the	O
basic	O
(	O
Small	B-General_Concept
Data	I-General_Concept
)	O
in	O
order	O
to	O
mine	B-Application
and	O
find	O
correlations	O
.	O
</s>
<s>
According	O
to	O
Martin	O
Lindstrom	O
,	O
in	O
his	O
book	O
,	O
Small	B-General_Concept
Data	I-General_Concept
:	O
"	O
{	O
In	O
customer	O
research	O
,	O
small	B-General_Concept
data	I-General_Concept
is}	O
Seemingly	O
insignificant	O
behavioural	O
observations	O
containing	O
very	O
specific	O
attributes	O
pointing	O
towards	O
an	O
unmet	O
customer	O
need	O
.	O
</s>
<s>
Small	B-General_Concept
data	I-General_Concept
is	O
the	O
foundation	O
for	O
breakthrough	O
ideas	O
or	O
completely	O
new	O
ways	O
to	O
turnaround	O
brands.	O
"	O
</s>
<s>
Marketers	O
can	O
obtain	O
market	O
insights	O
from	O
gathering	O
Small	B-General_Concept
Data	I-General_Concept
by	O
engaging	O
with	O
and	O
observing	O
people	O
in	O
their	O
own	O
environments	O
.	O
</s>
<s>
In	O
comparison	O
to	O
Big	B-Application
Data	I-Application
,	O
Small	B-General_Concept
Data	I-General_Concept
has	O
the	O
power	O
to	O
trigger	O
emotions	O
and	O
to	O
provide	O
insights	O
into	O
the	O
reasons	O
behind	O
the	O
behaviours	O
of	O
customers	O
.	O
</s>
<s>
Many	O
companies	O
underestimate	O
the	O
power	O
of	O
Small	B-General_Concept
Data	I-General_Concept
,	O
using	O
samples	O
of	O
millions	O
of	O
consumers	O
instead	O
of	O
recognizing	O
the	O
value	O
of	O
closely	O
observing	O
small	O
samples	O
in	O
their	O
market	O
research	O
.	O
</s>
<s>
In	O
his	O
book	O
,	O
Lindstrom	O
defines	O
"	O
7Cs	O
"	O
,	O
which	O
companies	O
should	O
consider	O
in	O
the	O
attempt	O
to	O
derive	O
meaningful	O
customer	O
insights	O
and	O
market	O
trends	O
through	O
small	B-General_Concept
data	I-General_Concept
from	O
their	O
customers	O
:	O
</s>
<s>
Causation	B-Application
:	O
Understanding	O
what	O
emotions	O
are	O
being	O
evoked	O
.	O
</s>
<s>
“	O
As	O
you	O
enter	O
their	O
store	O
,	O
they	O
have	O
now	O
created	O
an	O
amazing	O
community	O
where	O
every	O
staff	O
member	O
acts	O
in	O
a	O
character	O
mood	O
,	O
based	O
on	O
Small	B-General_Concept
Data	I-General_Concept
”	O
.	O
</s>
<s>
Researchers	O
at	O
Cornell	O
University	O
started	O
developing	O
applications	O
to	O
monitor	O
health	O
problems	O
in	O
patients	O
,	O
based	O
on	O
small	B-General_Concept
data	I-General_Concept
.	O
</s>
<s>
This	O
is	O
an	O
initiative	O
of	O
Cornell	O
's	O
Small	B-General_Concept
Data	I-General_Concept
Lab	O
,	O
in	O
close	O
cooperation	O
with	O
Weill	O
Cornell	O
Medicine	O
College	O
,	O
led	O
by	O
Deborah	O
Estrin	O
.	O
</s>
<s>
The	O
Small	B-General_Concept
Data	I-General_Concept
Lab	O
developed	O
a	O
series	O
of	O
apps	O
,	O
focusing	O
not	O
only	O
on	O
gathering	O
data	O
from	O
patients	O
 '	O
pain	O
but	O
also	O
tracking	O
habits	O
in	O
areas	O
such	O
as	O
grocery	O
shopping	O
.	O
</s>
<s>
The	O
United	O
States	O
Postal	O
Service	O
(	O
USPS	O
)	O
used	O
optical	B-Application
character	I-Application
recognition	I-Application
(	O
OCR	O
)	O
to	O
automatically	O
read	O
and	O
process	O
98%	O
of	O
all	O
hand-addressed	O
mail	O
and	O
99.5	O
%	O
of	O
machine-printed	O
mail	O
.	O
</s>
<s>
By	O
combining	O
this	O
technology	O
with	O
its	O
small	B-General_Concept
data	I-General_Concept
sample	O
of	O
US	O
zip	O
codes	O
,	O
the	O
USPS	O
can	O
now	O
process	O
more	O
than	O
36,000	O
pieces	O
of	O
mail	O
per	O
hour	O
.	O
</s>
<s>
In	O
2015	O
,	O
Boeing	O
established	O
the	O
analytics	O
lab	O
for	O
aerospace	O
data	O
in	O
cooperation	O
with	O
the	O
Carnegie	O
Mellon	O
University	O
to	O
leverage	O
the	O
university	O
's	O
leadership	O
in	O
machine	O
learning	O
,	O
language	B-Application
technologies	I-Application
and	O
data	B-General_Concept
analytics	I-General_Concept
.	O
</s>
<s>
One	O
of	O
the	O
initiatives	O
projects	O
aims	O
to	O
by	O
standardize	O
maintenance	O
logs	O
using	O
AI	B-Application
to	O
dramatically	O
reduce	O
costs	O
.	O
</s>
<s>
Currently	O
,	O
there	O
is	O
no	O
standardized	O
procedure	O
to	O
document	O
maintenance	O
logs	O
leading	O
to	O
small	O
but	O
highly	O
unstructured	B-Application
data	I-Application
sets	O
.	O
</s>
<s>
However	O
,	O
with	O
AI	B-Application
and	O
a	O
narrow	O
data	O
set	O
of	O
common	O
aircraft	O
maintenance	O
terminology	O
,	O
it	O
becomes	O
possible	O
to	O
dynamically	O
translate	O
these	O
logs	O
in	O
real	O
time	O
.	O
</s>
<s>
By	O
using	O
AI	B-Application
to	O
enhance	O
the	O
speed	O
and	O
accuracy	O
of	O
the	O
airline	O
maintenance	O
workflow	O
,	O
airlines	O
stand	O
to	O
save	O
billions	O
according	O
to	O
the	O
Harvard	O
Business	O
Review	O
.	O
</s>
