Innovative Partnership between Fractal Analytics and Martin Lindstrom Connects Big Data and Small Data

Published By : MarketWatch

JERSEY CITY, New Jersey, March 10, 2016

Fractal Analytics and Martin Lindstrom today announced a cutting-edge partnership in business thought leadership. Fractal Analytics, a global provider of advanced analytics, and Martin Lindstrom, the world’s leading branding expert and author of Small Data, have partnered on a strategic know-how exchange program that seeks to optimize the value of data.

Big Data has transformed how companies make decisions over the last 20 years. As computational sophistication, data sizes and analytics capabilities grow exponentially, a new perspective called Small Data by experts has become increasingly important in understanding the causal connections in Big Data instead of just correlations.

Fractal Analytics, one of the earliest companies to shape the big data revolution, has consistently leveraged advanced techniques like artificial intelligence and deep learning to understand, predict and optimize consumer behavior. Martin Lindstrom, author of 7 New York Times best-selling books including Buyology and his latest Small Data, and advisor to numerous Fortune 100 brands including LEGO, Disney and PepsiCo has, over a ten-year period, shaped the philosophy of Small Data.

“The clues to unlocking the value of big data often lie in hypotheses from small data,” said Srikanth Velamakanni, CEO and co-founder of Fractal Analytics. “So when Martin reached out to us with the idea of Small Data, it seemed like the perfect partnership to serve our mutual clients.”

“If there’s one person I owe special credit to, it would be Srikanth. Many years ago, he posed one simple question: how can one systemize a way to establish powerful hypotheses that can create the perfect foundation for Big Data? Srikanth’s question eventually led to the invention of Small Data and the philosophy spinning out of my book,” said Martin Lindstrom.

Lindstrom continues, “I often say that true creativity happens when one combines two ordinary things in a new way. In many ways, this is the essence of Small and Big Data. There’s probably nothing more powerful than to combine human creativity with machine-led structured thinking, and we’ve just begun this amazing journey. In many ways, this defines our amazing partnership.”
The partnership between Fractal Analytics and Martin Lindstrom’s Small Data will materialize throughout the year in an ongoing investigation into new and innovative ways of combining small and big data, to infuse more powerful insights into business decision-making processes.

About Fractal Analytics

Fractal Analytics is a global analytics firm that helps Fortune 500 companies gain competitive advantage through deep understanding of consumers and better data driven decisions. Fractal Analytics delivers insight, innovation and impact through predictive analytics and visual storytelling.

Fractal Analytics serves clients in over 100 countries from its 13 offices around the world.

The company has earned recognition by industry analysts and has been named one of the top five “Cool Vendors in Analytics” by research advisor Gartner.

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