Aug
02
Why 'Dark Data' is the Key to Better Serving Customers
Posted in: Uncategorized
Why did Under Armour recently purchase MapMyRun? Why did IBM acquire Weather.com? Both wanted to understand their audiences and, in turn, develop a better and more profitable product.
But marketers don’t have to acquire disparate businesses to reap similar rewards.
According to the Veritas Global Databerg Report, “52% of all information currently stored and processed by organizations around the world is considered ‘dark’, whose value is unknown.” Ben Gibson, CMO of Veritas, explains this phenomenon as a result of a “data-hoarding culture.” While brands understand it’s hugely important to collect data, they have no idea how to tap into the data they’ve amassed.
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