Online Marketing

Finding Insights in Dark Data

By June 28, 2017 No Comments

Dark DataMost companies have an astonishing amount of dark and unstructured data available to them. It is estimated that the deep web, all the content online that is not indexed by search engines, is 500 times larger than the surface web, according to Deloitte.

The field of dark analytics focuses on exploring raw information such as text documents, emails, video files, audio files, and still images. Many business leaders are beginning to practice dark analytics by evaluating their existing data for operational insights and customer patterns, rather than collecting more data.

Interpreting your organization’s hidden data can lead to more informed business decisions, according to Deloitte:

“In this age of technology-driven enlightenment, data is our competitive currency. Buried within raw information generated in mind-boggling volumes by transactional systems, social media, search engines, and countless other technologies are critical strategic, customer, and operational insights that, once illuminated by analytics, can validate or clarify assumptions, inform decision making, and help chart new paths to the future.”

View our infographic below for more trends relating to dark data, the digital universe, and the deep web:

Dark Data Trends Infographic

Interpreting your existing data, instead of collecting new data, can lead to valuable insights. Click To Tweet

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Ava Haekler

Author Ava Haekler

As a Marketing Consultant, Ava executes content, social media, account-based marketing, online marketing and PR campaigns for our clients. To learn more about Ava's experiences and qualifications, visit our leadership team page.

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