Dr Christina Donnelly has successfully seen her work titled ‘Digital loyalty card ‘big data’ and small business marketing: Formal versus informal or complementary?’ been published in the International Small Business Journal. This article is available for reading on http://isb.sagepub.com/content/early/2013/09/29/0266242613502691.full.pdf+html . It will also be available in hard copy in February 2014. This article proposes that a complementary relationship exists between the formalised nature of digital loyalty card data, and the informal nature of small business market orientation. A longitudinal, case based research approach analysed this relationship in small firm marketing planning from data exposure; this complemented rather than conflicted with an intuitive feel for markets. In addition, small firm owners were encouraged to include employees in market planning.