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Marketers are placing an extra focus on collecting and assimilating consumer data at every point of contact. While some organizations have mountains of data stored in their data warehouses, the reality is that much of the data they possess is considered “dark data.”

Dark data refers to the unstructured or semi-structured sets of information that have never been analyzed or operationalized. The following categories of unstructured data usually fall under the label of “dark data”:

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