00.100
Approximately
of an iceberg's total mass is visible above water.
The remaining
stretches into the deep ocean blue, hidden from view.
Today, organizations know they have a big data problem, but they don't know just how big it is.
Organizations collect data from various sources and use it to understand their customers and grow their business.
This type of data is called structured data.
When a cashier swipes a consumer's credit card at the point of sale, a slew of data is generated and stored neatly in a database for later analysis.
USER | LOCATION | CREDIT CARD # |
---|---|---|
Bryant, Matthew | 82º 51' 45.9072" S | .... .... .... .... |
Smith, Brian | 64º 12' 3.027" N | .... .... .... .... |
Berns, Randy | 63º 4' 9.0084" N | .... .... .... .... |
Spectre, Erin | 27º 59' 16.4472" N | .... .... .... .... |
Chen, Jenny | 71º 42' 24.9696" N | .... .... .... .... |
Sanders, Octavio | 40º 54' 2.0052" S | .... .... .... .... |
Takahasi, Rendell | 32º 61' 7.1065" N | .... .... .... .... |
Adams, Robyn | 55º 8' 39.8502" | .... .... .... .... |
Every time a user clicks on a link on a website, data is generated and later analyzed to determine browsing behavior and buying patterns.
Post-purchase, a consumer speaks his or her mind about a website's lack of mobile-friendliness by filling out the optional "how was your shopping experience" field and clicks submit.
Although structured data is typically filed neatly into tables in databases, unstructured data doesn't always have a defined destination or format. In this case, the company's website is not equipped with the technology to responsibly store the consumer's comments. Why not?
The consumer's rant gets stored in a variety of locations, where it's nearly impossible to analyze.
too much data,
not enough analysis
can only access
structured data sets
data is there but tools
can't make sense of it
7.5 SEXTILLION GIGABYTES OF DATA ARE GENERATED WORLDWIDE EVERY SINGLE DAY
Data breaches cost
If you're protecting your dark data or if you know your data's value, you're less likely to experience a breach.
These are the risks involved in securing and storing dark data.
Elena Klau | VP and group director, research, measurement, and analytics at Momentum Worldwide
Elena Klau | VP and group director, research, measurement, and analytics at Momentum Worldwide
We need visibility into the entire process and a 360-degree view of your data. This is not a one-time event, but an ongoing and evolving process.
Lessons for data managers:
Consolidate information by merging data sources for easier management, searching, and more.
Embrace technology. Look for a solution that informs ongoing dark data management.
Find the balance between
hoarding and compulsive deleting.
Look to these use cases to see how organizations in other industries are harnessing the dormant power of their dark data.
The Botanical Society of America is digitizing specimen collections to increase biodiversity data and open the door to new scientific discoveries.
For the first time in history, basketball fans can dig into 60 years of team and player performance statistics—data that was once only available to teams.
Infinity Property & Casualty Corp. realized it had years of adjusters' reports that could be analyzed and correlated to instances of fraud. The company built an algorithm out of that project and used the data to reap $12 million in subrogation recoveries.
Look to these use cases to see how organizations in other industries are harnessing the dormant power of their dark data.
The Botanical Society of America is digitizing specimen collections to increase biodiversity data and open the door to new scientific discoveries.
For the first time in history, basketball fans can dig into 60 years of team and player performance statistics—data that was once only available to teams.
Infinity Property & Casualty Corp. realized it had years of adjusters' reports that could be analyzed and correlated to instances of fraud. The company built an algorithm out of that project and used the data to reap $12 million in subrogation recoveries.
LUCIDWORKS IS WORKING TO MAKE DARK DATA USEFUL
AND ACTIONABLE—RETURNING THE RIGHT DATA TO THE RIGHT
PERSON AT THE RIGHT TIME, EVERY SINGLE TIME.