What is dark data ? The large amount of data collected by companies that goes useless due to lack of analysis(39%) or structure(25%) or even sometimes due to lack of proper tools(13%) is known as the dark data. If used/analyzed properly gives a new dimension to the companies.
But how can we harness the dark data. Well it’s no rocket science , just some simple measures and you have a whole new dimension of data.Here are just a few of them :-
Keep a track of user logins and various checkout at different locations, this helps in creating a 360-degree view of the user.
Mobile phone data, this will help to illuminate an array of new product and marketing opportunities, and hence improve marketing effectiveness.