Gartner, the world’s leading information technology research and advisory company, defines dark data as, “the information assets organizations collect, process and store during regular business activities, but generally fail to use for other purposes (for example, analytics, business relationships and direct monetizing).”
Every organisation has its untapped dark data, such as server log files, email, video and spreadsheets. Within it lies information that has the potential for creating new revenue opportunities. For example, untapped customer information such as customer Internet interactions where feedback and comments about are left could be a data goldmine, but unanalysed return no value. When an organisation analyses such raw data it strengthens and expands the usefulness of existing analytics and Business Intelligence systems – the enterprise which solves its own dark data puzzle will gain a competitive edge from having more complete information, leading to more accurate business planning. It will also lead to reduced organisational costs, enhance security and help achieve industry compliance with data regulations.
So where do you start? It may seem a daunting task but there are solutions with intelligent APIs such as Microsoft’s Cognitive Services which can discover hidden data. Also, customising SQL Server can deliver an enterprise application to analyse specified dark data, which can then be integrated with existing big data. For more information about these solutions give us a call on 01342 410223 or email firstname.lastname@example.org.