Eighty-five percent of the matter in the universe is invisible to us, and little is known about it. Scientists call it “dark matter.” Dark matter interacts with the rest of the universe—in fact, scientists say that we would not exist without it—but it does so in very mysterious ways.

The same is likely true of much of the data that your organization produces and saves. Although it exists and interacts with your business, the business itself is largely unaware of its potential value. Hence, today it remains “dark data.” If you can be one of the first to find and use your dark data, you have an opportunity to create real competitive advantage....

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