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 :-
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Keep a track of user logins and various checkout at different locations, this helps in creating a 360-degree view of the user.
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Mobile phone data, this will help to illuminate an array of new product and marketing opportunities, and hence improve marketing effectiveness.
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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.
You can read more at http://www.datasciencecentral.com/profiles/blogs/dark-data-the-billion-dollar-opportunity
