Every company collects, processes, and stores data that they don’t use, this is referred to as “dark data”. Some might say that this is because the data has no use, but others, those who are more likely to be working in data driven companies, will say that ignoring dark data is a missed opportunity. The more data a company uses to understand its business, the more accurate the information used to provide insights will be. Our Founder, Ian Cray, is an advocate of using every last element of data to make companies think differently about how they do business, what opportunities they may have for improving performance and delivering future growth. Ian shares his thoughts on dark data by making an interesting comparison to one of the “coolest” areas of medical science - Cryonics! Read our insight titled ‘What is Dark Data?’ and find out why dark data is insight’s cryonics.
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