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Small data describes data use that relies on targeted data acquisition and data mining. It describes a shift in how businesses and other parties look at data use, and is intended to be a counterpoint to the trend toward big data, which revolves around the idea that businesses can use massive amounts of acquired data to pinpoint customer behavior or drive business intelligence in key ways. By contrast, a small data approach involves acquiring specific data sets through less effort, which proponents believe to be be a more efficient business practice.