ABSTRACT
Gartner defines dark data as the information assets that organizations collect, process, and store during regular business activities, but generally fail to use for other purposes. Dark data is a type of unstructured, untagged, and untapped data that is found in data repositories and has not been analyzed or processed. It is similar to big data but differs in how it is mostly neglected by business and IT administrators in terms of its value. Startups going after dark data problems are usually not playing in existing markets with customers self-aware of their problems. They are creating new markets by surfacing new kinds of data and creating unimagined applications with that data.
