'Big Data' Is Actually About the Small Data

The term “Big Data” gets tossed around an awful lot these days, no matter if you’re talking the business sector or nonprofit fundraising sector. But “big data is really about the small data,” David Acup, managing director of interactive marketing and membership at the Environmental Defense Fund.

Acup was a panelist at a FundRaising Success Wake Up Your Fundraising Breakfast Panel held in Washington, D.C., last month. His fellow panelists included: