Is Dark Data Useful ?

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.
Free text input, such as feedback can be analysed to determine if general sentiment of the feedback is positive or negative.

Data when properly harnessed can be a powerful and can serve as a gateway to new insights, developing new opportunities and boosting your business into the data-driven century.