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