Oh for small data
When it comes to customers,
we're experts on what makes them click,
or tap, or swipe to say, "I'm here"
but do we know what makes them tick?

The insight into why they act
we won't get from a terabyte,
as no amount of data grind
will help us get it really right.

Of course it helps, but only when
we also think about the why,
the what, the who, the how, the where,
of customers who want to buy.

Let software do your dirty work!
Please keep your focus way above,
on what they think and how they feel,
what makes them laugh, what makes them love.