What is dark data?

Shedding Light on Dark Data: How to Get Started Move over Big Data. There’s a new buzzword: dark data. It’s actually not so new—Gartner coined the term a couple years back—but dark data is finally starting to catch on in market research circles and it represents a huge untapped opportunity for insights! Gartner defined dark data as “the information assets organizations collect, process, and store during regular business activities, but generally …