Every organization collects, stores and retains portions of dark data. It’s the digital equivalent of emotional baggage which hangs around after every user interaction, transaction, and customer engagement.
In fact, not using data effectively is costing United Airlines almost $1 Billion annually in lost revenue. Gartner Inc. describes dark data as “information assets that organizations collect, process and store in the course of their regular business activity, but fail to use for other purposes.” For travel companies with a strong online presence, dark data represents a sizable portion of all data stored. Such examples might include:
Author: Mark Ross-Smith