A value spectrum analysis can show which kinds of customers are, as Dimitri Maex puts it, potential pots of gold to be found, jackpots to be gambled at, acorns to be nourished, or lemons to be ignored. I think the time has come to think not big, but small. What is it within the enabling power of big data that is small enough to be beautiful? Let’s call it the Really Useful Data Resolution. To follow through on it, you need to combine a wide-angle lens (to see the whole business landscape) with a narrow depth of field (to see precisely what the data can practically do). But the secret is to start problem first, not data first. DATA SETS COMPRISING A SINGLE ENTERPRISE POINT OF VIEW • Search intent modelling: specialist firms help marketers understand keyword clusters as well as provide insight into consumer thought processes.