It has been widely known that marketers can discover consumer behavior and purchase patterns through big data technologies and analytics methods. Indeed, reliance on big data to make marketing decisions has increased dramatically in the recent years. At the same time, some marketers criticize the approach of collecting all available data from consumers, and argue that companies should focus on "lean data" instead of "big data". What is your opinion? Do you agree with a big data approach of collecting all available data from consumers or a leaner data strategy that only focuses on the needs of target customers? Discuss.