The new State of Dark Data Report reveals that, well, we don’t know very much about dark data. That’s why it’s named as such. While it is recognized that heaps of information are now being amassed by companies, the problem is that since it is collected in different ways, used for different purposes, and ends up in different places, it remains uncorrelated and unanalyzed. The survey of views from executives from the U.S., U.K., France, Germany, China, Japan, and Australia explains why, as is, dark data remains only theoretically useful.
The report estimates that dark data represents over 55% of the totality of all information. The figure uses various metrics to attempt to account for the array of systems, protocols, people and IT devices used to collect data. Three-quarters of the executives asked agree that the institutions that collect and make use of the greatest amount of data will have heightened advantages that cannot be compensated for by way of other advantages. Data is king.
We’re trying; really, we are
More than half of the companies claiming to be “data-driven” in one way or another admitted that this phrase is more aspirational than a statement of actuality. On a related note, even in the early stages before artificial intelligence have really been established, 4 out of 5 industry professionals have expressed confidence that humans will remain central to AI applications. However, over 90% of respondents from companies said they are willing to develop and apply a new understanding of data. Only just over half are enthusiastic about having to do so. The only country where significant enthusiasm was generated on the topic, and which was seen as most advanced in understanding dark data’s potential, was China.
The Human & Digital Communications Agency
Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.
