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better software since 1999
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Capterra Glossary
Businesses of all sizes collect an immense amount of data as part of their day-to-day operations. While a lot of this information is used for purposes such as marketing or analytics, some data is not used, analyzed, or processed at all. This unused, collected data is known as dark data. Examples of dark data often include data sets such as the geolocation of consumers, employee data, and log files.
SMBs and enterprises alike typically have an immense amount of dark data but it isn’t always necessary to analyze and structure it. In some cases, SMBs may collect certain data to remain compliant with local laws or regulations but it does not serve much of a business purpose.