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The Data That Lies Beneath

HOW DOES DATA GO DARK? 01: RATING Post-purchase, a consumer speaks their I mind about a website's lack of mobile- friendliness by filling out the optional “how was your shopping experience" field and clicks submit. SUBMIT 02: REASONS WHY DATA GOES DARK: While structured data is typically filed neatly into tables in databases, too much data, unstructured data doesn't always have 39% not enough analysis a defined destination or format. In this case, the company's website is not equipped with the technology to can only access responsibly store the consumer's 25% structured data sets comments. Why not? data is there but their 13% tools can't make sense Archives of it Legacy system DMS CMS Backup tapes Databases Email systems 03: The consumer's rant gets stored in a variety of locations, where it's nearly impossible to analyze. File shares

The Data That Lies Beneath

shared by ColumnFive on Feb 24
Companies only analyze 10% of the data they collect, the remaining 90% is considered Dark Data. This interactive explores how data goes dark, what the potential of this data is, and how to begin to be...


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