Today, managers face a challenging spectrum of business processes such as: ● Traditional marketing ● Social media and reputation management ● Email marketing ● Ranking in Google (SEO) ● Advertising online (Google, Facebook, etc. ● Sales force management, long sales cycles ● Operations and complex fulfillments ● Customer retention ● Finance All of these processes generate a lot of data, but that data tends to get stuck in disjointed silos corresponding to each discipline. As a result, it is very hard to determine what combination of activities work and how to allocate resources among various alternatives. This is the most common business analysis and data problem I’ve observed over the years—the tendency to generate separate Data Towers of Babel by marketing, sales, customer service, and finance teams—each in a distinctive language with no reliable translator on hand. The problem is not Big Data. It’s data with Big Holes. For smaller businesses, there was no hope until very recently. Collecting relevant data and then ‘stitching it’ across business funtions to eliminate Data Towers of Babel was too expensive. Also, the technology to analyze data has been too costly and too hard to use for most. No longer. Now, one can stitch together the ‘best of breed’ cloud software packages for marketing, sales tracking, dispatching systems, call centers, finance, and many others needed to run a business. This can be done for a very reasonable investment. However, such integration is not very helpful without the tools to analyze all functions across the business. Fortunately for smaller businesses, analytical software packages also became very inexpensive. So don’t worry about Big Data. Let’s patch Big Data Holes—left over of from numerous Data Towers of Babel still overshadowing your business.