--- description: All companies have unused data that can be very useful. Discover what dark data is and how to use untapped stored data towards your business goals. image: https://gdm-localsites-assets-gfprod.imgix.net/images/getapp/og_logo-94fd2a03a6c7a0e54fc0c9e21a1c0ce9.png title: What is dark data? Discover the business potential of unused data --- # The era of dark data: How SMEs can tap into unused data Canonical: https://www.getapp.ca/blog/4551/what-is-dark-data Published on 2024-03-07 | Written by Tessa Anaya, Alejandra Aranda. ![The era of dark data: How SMEs can tap into unused data](https://images.ctfassets.net/63bmaubptoky/2UJorO5eVmlOSWIiq66Vzd/dec1e98830e710928fa9dd9cc2b9adc9/what-is-dark-data-GA-Header.jpg) > Not all of the data that a business collects is used strategically. This unused data is collecting dust in companies who have yet to learn how to take advantage of it. Discover what dark data is and how it can help achieve your objectives with the help of business intelligence (BI) software.  ----- ## Article Content Not all of the data that a business collects is used strategically. This unused data is collecting dust in companies who have yet to learn how to take advantage of it. Discover what dark data is and how it can help achieve your objectives with the help of business intelligence (BI) software. In this articleWhat is dark data?What opportunities can dark data offer to SMEs?What problems can neglecting dark data cause?How can SMEs manage, analyze and leverage dark data?Dark data: a great opportunity to improve data analysisThe data that a business collects continues to grow, as does the potential that data has to help them achieve their goals. While the data they collect may not always be customer data, it does play an important part in most business strategies. In fact, Gartner predicts that by 2027, one in three businesses will create a customer loyalty program to collect first-party data from their customers. Although data collection is a clear part of many business strategies, what’s less clear is what to do with the unused data, or dark data. A lack of visibility and poor management of dark data can prevent companies from leveraging this information for their objectives. Don’t get caught holding onto data that could be growing your business. Let’s figure out what dark data is, which types of dark data you have, and how to derive value from it.What is dark data?Dark data is defined by Gartner as the information assets that companies collect, process, and store during their business activities, but that they usually don’t use for other purposes, like analytics or monetization.Like dark matter in physics, dark data often comprises the universe of information assets of most organizations. Therefore, dark data is frequently held onto for compliance purposes only. Storing and protecting unused data can involve more expense (and sometimes more risk) than value.What’s the difference between big data and dark data?Within the infrastructure of an organization’s big data, there is hidden data. This data makes up a large portion of information assets that hold enormous potential for companies that learn to leverage it.Big data refers to high-volume, high-velocity, and high-variety data sets that when processed by sophisticated software can create analyses key to improving business processes. Dark data is a subset of big data, although dark data constitutes the majority of the total volume of data. Companies typically do not analyze and process dark data for a variety of reasons, but that doesn’t diminish its importance in the context of business value.Basically, dark data is information that companies have but do not use and that takes up storage space. In many cases, this stored data was generated without any objective, so it is possible that sensitive information is being hosted, which can pose a risk. When the risk is well managed, it can become an opportunity.How is dark data produced?Dark data is the data that’s been stored somewhere and forgotten about. The origin of this data could be due to inadequate data processing or difficult access due to a lack of tools that can help leverage it.Not only is this data generated when customers, suppliers and users provide information to companies, but employees can also generate it when storing company data on their devices. To sort through and understand all of this data, data analysis tools can help discover relationships within existing data and give you insights from behind the scenes. Types of dark dataThere are different types of dark data within an organization depending on the industry and sector it operates within. For example, eCommerce businesses may be collecting search histories from their users, while food delivery services might be collecting location-related information.Here are some examples of the most common dark data categories in companies:Human resource dataData extracted from surveys and studies that were never processedOld notes or presentationsObsolete versions of updated documentsEmailsVideos, images and recordingsActivity logsWhat opportunities can dark data offer to SMEs?As a relatively new concept, companies that know how to take advantage of their dark data will lead the data optimization race. By doing this, they’ll convert otherwise useless data into a valuable resource.What seems unimportant to one department may represent a new approach that could make it stand out to another. The rise of BI tools have allowed us to create new strategies for extracting dark data faster and more accurately.The key to using this hidden data effectively is to have a clear intention and a problem to solve. These are just three examples of information that companies store and do not use that can provide interesting data:Server log files that tell about hidden behavior that website users haveQualitative sales call records that reveal customer sentiments that are not reflected in customer service quality surveysMobile location data that provides clues about consumer patterns (and perhaps providing more information on the customer journey)What problems can neglecting dark data cause?Once a company knows it has hidden data, it’s wise to take action immediately. The first reason would be to leverage its benefits. The second, to avoid problems that may arise, such as:Legal issues: According to the Personal Information Protection and Electronic Documents Act (PIPEDA), every company must know what information they’ve collected from customers, as they have a right to access or even challenge it.Risk of data leaks: All data is useful for the competition. Knowing how a company relates to its customers, what searches it does, or even what photo inspired their latest project is information that could be of interest to competing companies, so it is important to safeguard it.Reputational damage: According to GetApp’s 2023 Digital Trust and Identity survey, 87% of consumers prefer buying from companies with a reputation for protecting customers’ personal information. A security breach or mismanagement that comes to light can ruin an organization's good reputation and ultimately, cost it customers. To avoid these problems, companies can take action. Check your vulnerabilities, perhaps with the use of compliance software, and start turning this immobile and potentially dangerous asset into an opportunity.How can SMEs manage, analyze and leverage dark data?Once a company decides to shine a light on its dark data, how and where does the process start? What steps should be taken to uncover, manage, and leverage dark data? This is the process that any organization, regardless of size, can follow for an effective dark data management strategy:For many companies, managing a large amount of dark data can be overwhelming because of the time it can take. However, the time for this project can be reduced by using the right tools.To obtain value from a large amount of data and in a short period of time, companies must automate processes. This can be achieved through machine learning for companies, a technology that uses artificial intelligence (AI) to equip systems with the ability to automatically learn, process data, and execute programs continuously. These tools can help firms mine data, understand it, and use it to predict outcomes. BI tools can also be used to manage dark data. These tools allow companies to access, analyze and share information in order to make decisions that truly benefit the business. For example, you can create reports that clearly show what data is stored, where it comes from, and how long it has been stored.With the appropriate software, companies can avoid wasting human and financial resources in attempts to manage excess information that could end up being shelved due to a lack of time.Dark data: a great opportunity to improve data analysisAlthough storing dark data can be a problem if done incorrectly, it also has the potential to become an opportunity to improve several areas of the business.Combining structured and unstructured data is an interesting strategy for a company to obtain valuable results. Once the definition of dark data and the benefits it can bring are clear, any business can begin to optimize information management.Looking for BI tools? Check out our catalogue\! ## About the authors ### Tessa Anaya Tessa is a Content Analyst for GetApp, delivering software-related insights to local SMEs. She was featured in the Globe and Mail, La Presse, the Financial Post, and Yahoo. ### Alejandra Aranda Alejandra Aranda is an analyst and writer with more than 5 years of experience covering marketing and technology trends across various industries. As an analyst, she transforms complex information into compelling narratives, crafting captivating stories that engage and influence diverse audiences. Her analytical skills allow her to drive organizational impact and help businesses make informed decisions. Alejandra specializes in brand management, performance marketing, and all aspects of digital marketing. Her more than 20 researches and analyses are designed to help small and medium-sized businesses (SMBs) navigate the digital landscape and implement effective marketing strategies. Her software product recommendations are based on the analysis of more than 2 million reviews by software users on GetApp. Her work has been featured in prominent Spanish media outlets, such as: El Economista El País Business Insider Expansión 20 Minutos In addition, Alejandra has been a speaker on e-commerce topics for important universities around the country, including Universidad Complutense de Madrid. ## Related Categories - [Business Performance Management Software](https://www.getapp.ca/directory/242/business-performance-management/software) - [Cybersecurity Software](https://www.getapp.ca/directory/1035/cybersecurity/software) - [Data Analysis Software](https://www.getapp.ca/directory/1129/data-analysis/software) - [Network Security Software](https://www.getapp.ca/directory/1443/network-security/software) - [Web Analytics Software](https://www.getapp.ca/directory/109/web-analytics/software) ## Related Articles - [Cyber privacy: Does consumer behaviour match consumer attitudes?](https://www.getapp.ca/blog/3098/consumer-cyber-privacy) - [Green marketing: 5 sustainable trends for your SME](https://www.getapp.ca/blog/2154/green-marketing-strategy-ideas) - [A guide to risk management: Identification, analysis, and monitoring](https://www.getapp.ca/blog/2709/risk-management-identification-for-smes) - [What is a digital signature and what advantages does it offer SMEs?](https://www.getapp.ca/blog/2289/what-is-a-digital-signature) - [41% of Canadians surveyed voluntarily provided biometric data to private companies](https://www.getapp.ca/blog/2018/biometric-authentication-methods-canada) ## Links - [View on GetApp](https://www.getapp.ca/blog/4551/what-is-dark-data) - [Blog](https://www.getapp.ca/blog) - [Home](https://www.getapp.ca/) ----- ## Structured Data