This document discusses the power of small data compared to big data for marketers. It argues that small data, which involves filtering data by segments like time, location, or profiles and measuring important metrics, can provide valuable insights when analyzed properly. The key is to start small by identifying relevant data sources, defining metrics and goals, and testing and refining analytics on segmented slices of data rather than trying to analyze all data at once. Small, targeted data analysis focused on important metrics can allow businesses to make better real-time decisions.