Dark data

Hidden in the shadows of the digital realm, dark data is the unexplored and untapped information that organizations collect, store, and often neglect, leaving its potential for providing insights and driving innovation largely unfulfilled.

Example

A retail company may store vast amounts of customer data from online and in-store transactions, including unprocessed information such as browsing behavior, abandoned carts, and product returns. This dark data, if analyzed, could reveal valuable insights into customer preferences and habits, enabling the retailer to improve their marketing strategies, optimize inventory management, and enhance the overall customer experience.