Marshall Sponder

Putting Analytics Fragmentation Into Perspective

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SethBreedlove
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Data Doctor
Re: Dark data, looming questions
SethBreedlove   12/3/2012 8:34:25 PM
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I like the terminology and will love to float the term around and see people's reaction. 

The thing with many old systems are they are not flexible, scalable and tend to be products of departments silos , with one or two purposes that need to become more connected. Hence, giving employees access to the whole brain and not just one part.

webmetricsguru
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Re: Dark data, looming questions
webmetricsguru   12/1/2012 12:19:15 AM
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I think the right question would be contextually correct to the data you have to work with on one hand and your core needs, on the other other.     I think it takes some perspective (ha, the title of my post!) in order to come up with the best questions, and I think some give and take, which a team of trusted advisors, and perhaps one or two new people who can introduce new perspectives, might be the best way to go.

I often worry that by trying to come up with the questions myself, without really hashing them out in group discussion, a too near sighted formulation comes up that ends up missing the point, and miss the insights - the very thing that leads to Dark Data, perhaps Dark Social, and certainly UV Data.

webmetricsguru
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Re: Dark data, looming questions
webmetricsguru   11/30/2012 9:37:11 PM
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Agreed. I know people will naturally want to know what Makes a question right or not - and that could be a post all by its self..

webmetricsguru
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Re: Dark data, looming questions
webmetricsguru   11/30/2012 5:53:25 PM
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We have a lot of information in front of us constantly, but unless we have a reason (need) and wonder if the data has a solution for us, we may never do anything. People are need based - until we have a need (which generates a series of questions) to understand and solve a problem (often one that is thrust upon us) we may never compose the questions that lead us to examine the data in forint of us. That's exactly the situation I posited we had at my Rutgers University class that I teach on Social Media for The Arts. The first temptation was to give students the fundamentals of self promotion so they could take the Art and Humanities trading they get and apply it in Social Media. But from my perspective ... Simply getting someone to apply what they know on a new medium (dark social in this context) is not as useful as if we taught them more important questions to ask in the first place. That required exposing a new framework and that leads to new questions, which in turn leads us to examine the data around us, figure out if it might be useful, and then wonder how and what.

BethSchultz
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Dark data, looming questions
BethSchultz   11/30/2012 5:37:05 PM
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Hi Marshall, I'm trying to get my mind around this point you make about dark data: "But unless we have questions to apply against the data, it may make no difference what the data is. Rather than focusing on the data, maybe our focus really belongs on the nature of our questions and how our data can help answer them." Don't you have to know the type of data you have to know the type of questions you can answer? Unless you're also including external data in this dark data category?

webmetricsguru
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Re: Freeing up dark data...
webmetricsguru   11/30/2012 5:22:19 PM
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Yes, and I am glad you enjoyed the article.

MDMconsult
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Prospector
Freeing up dark data...
MDMconsult   11/30/2012 3:00:16 PM
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Dark data either way is a benefit. Whether data is determined as "useless" it can easily be deleted and written off as "no value." Integrating dark data with existing data can prove to be significant data for business intelligence further adding good value to measuring. It is a good point in this article and to assess data accordingly

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