Dark data

Dark data is information an organization collects and stores but does not analyze or use. It often sits unused in systems and records, even though it may contain insights that could inform better decisions or support new products and processes.

Example

A retail company may store large volumes of customer data from online and in-store transactions, including browsing behavior, abandoned carts, and product returns that no one has reviewed properly. If the company analyzes this dark data, it may find patterns in customer preferences and habits, which can help improve marketing, inventory management, and the overall customer experience.