b'This article is adapted from Integrating Big Data and Thick Data to Transform Public Services Delivery, by Yuen Yuen Ang (Washington, D.C., IBM Center Management for The Business of Government, 2019)Integrating Big Data and Thick Data to Transform Public Services Delivery By Yuen Yuen Angstudies of organizations that employ mixed analytics at the international, federal, and city level, respectively. These case studies include: The World Bank Social Observatorys p-tracking (participatory tracking) project among 32,000 village residents in IndiaThe APHIS (Animal and Plant Health Inspection Service, a division of the United States Department of Agriculture) tailored social marketing campaignThe LA Express Park program, featuring dynamic pricing, in downtown Los AngelesTogether, this research offers a set of transferable lessons for agencies at all levels of government:Lesson 1: Big data is a means to an end, rather thanBig data has revolutionized the delivery of business andan end.government services. But whats missing? Government can greatly enhance the value of big data by combining it withLesson 2: Thick data can identify unexpected problems thick datarich qualitative information about users, suchor previously unexpressed needs.as their values, goals, and consumption behavior, obtainedLesson 3: Thick data can inform the analysis of big data. by observing or interacting with them in their daily lives. Having lots of big data can be overwhelming or have littleLesson 4: Mixed analytics can offer both scale and depth.utility if the data are thinthat is, they lack meaningLesson 5: Applying technology is a social activity, not an for users or fail to capture issues that matter most. Byisolated technical task. yielding insights into what citizens really care about and how they consume services, thick data can inform bothLesson 6: The best solutions are not always high-tech.the collection and analysis of big data. Whereas big data is broad and thin, thick data is narrow and richblendingThe report concludes with five actionable recommendations them, therefore, yields a more holistic picture of thefor public managers:problem at hand. 1.Make data and technology relevant to the people who use it.In a new report from the IBM Center for The Business of Government, Integrating Big Data and Thick Data to2.Leverage thick data at appropriate stages of the problem-Transform Public Services Delivery, the topic of mixedsolving process.analytics is introduced. Mixed analytics can be defined3.Build an interdisciplinary team of quantitative and as integrating big data and thick data to transformqualitative experts who work closely with stakeholders. government decision making, public services delivery, and communication. This report presents three case 92 www.businessofgovernment.org The Business of Government'