Drowning in Dark Data
Ever feel like you’re drowning in data but can’t find a life raft of insight? You’re not alone. In the early 2010s, when big data became the buzzword and ‘data is the new oil,’ the race was on to collect as much data as possible. Enterprises were convinced that the more data they had, the better positioned they would be to understand their customers and outmaneuver competitors. However, as data lakes grew into data oceans, the reality set in: up to 73% of that data goes unused, sitting in digital darkness and costing you money.
between 60% and 73% of enterprise data goes unused
Let’s talk about dark data. No, it’s not the latest villain in a sci-fi blockbuster. Dark data refers to all that information you collect but never actually use. Think of it like buying groceries and letting most of them rot in the fridge—not exactly a recipe for success.
Companies often fall into the trap of becoming data hoarders, collecting every byte they can get their hands on without a game plan. Forrester reports that between 60% and 73% of all data within an enterprise goes unused for analytics.
This unused data isn’t just wasted storage; it’s a missed opportunity for valuable insights.
"Elevate your data's value, not its volume."
So, what’s the solution? It’s time to break up with your data-hoarding habits and start a new relationship with data activation. Stop obsessing over collecting more and start making the most of what you already have. Start effortlessly connecting and activating your existing data, turning it into actionable insights with just a few clicks. No complicated integrations or endless IT meetings—just simple, effective data activation..
