Say Hello to Medium Data
Are you tired of people talking about Big Data, or the counter, Small Data? Well, let me
introduce you to the new concept emerging in 2019: Medium Data. You might be asking
yourself—what in the world is that? And—have I missed something? Let me assure you that
you have not. Medium data is a concept I’d like to introduce as the next wave in data sets used for business insights and targeting.
Big data has been the status quo for many years now, with brands, agencies and providers all
trying to collect as much information on as many people, devices, browsers, email addresses,
phone numbers, etc., as possible, and then trying to stitch it all together with a common key.
To me, it always seemed a bit backwards—trying to join attributes together to develop a
consumer profile. The counter to big data is small data, where you start with a known identity
of a single consumer and try to hang attributes off of that identity to build it up. The natural
challenge to small data is scaling it up to be useful for targeting.
Enter the concept of Medium Data. With the world of data changing by the minute, including
the likes of GDPR and California Privacy Laws coming into the fold, it is critical that data
providers and data aggregators ensure that they have direct rights to data that they are using
with their customers (e.g. brands, agencies, etc.). As for these customers, the more that they
too can use first-party direct-source data, the better. This brings us back to the Medium Data
concept. Medium Data is the new volume of data that clients will be forced to use in targeting
consumers. Think of it like a panel of directly sourced consumer data that is representative of
the larger consumer population. Kind of funny, but we are going back to the days of panel data, only refined for the digital age.
Medium Data is, then, the directly sourced data that serves as a panel for your target consumer audience. And we are officially back to the future.