Hello. My name is Erik Martin and I am a freelance writer for EContent Magazine (www.econtentmag.com). I am seeking to interview digital content experts, including data analysts, CMS professionals, and analytics experts for the following story topic: SHEDDING LIGHT ON “DARK DATA”. Because of the plethora of new data-gathering tools that are continually coming out, more and more data is being collected, and we’re reaching a point where a significant amount of it is going unused. So much is coming over the transom that this “dark data” isn’t being analyzed, and potentially useful trends are being missed. This article would explore what dark data is and how/why it’s worth analyzing to uncover vital trends about your customers and competitors. Below is a list of questions I’m seeking answers to for this story. I can either do a phone interview or an email interview (whereby you send me written answers to my questions below that I can use as quotes in my story, which is often easier; written responses should be thorough and detailed, please). My deadline is noon p.m. central, Monday, March 28. Please e-mail me back your interest and phone availability or your indication that you plan to email me typed up answers to these questions:
QUESTIONS:1. What is “dark data,” why is so much data being overlooked/unused today, and why is “dark data” an important concept to understand and tap into?2. Is the existence of “dark data” a sign that companies/analysts have failed to properly utilize all data collected (in other words, a symbol of waste and missed opportunities), or is it reasonable and logical to assume that there will always be some dark data that doesn’t get used/analyzed? Why should the goal be to eliminate/minimize “dark data” in any way?3. In what ways can dark data pose risks/threats to your organization?4. Can you give a real world or hypothetical example of “dark data” and its repercussions (e.g., the potential for not catching important trends)? Being that many of our readers are publishers/digital content providers, can you provide a related example that applies to their business model?5. What is the value of dark data? What can it potentially reveal about your customers and competitors?6. What tips can you provide to best gather and use dark data to your advantage? What should readers be doing to better utilize dark data and increase its value, or to eliminate wasted data?7. What tools/resources can readers use to accomplish this mission?8. Any other thoughts or comments you want to add?9. Do you have any visuals you can provide that we can publish with this story (e.g., graph, chart, table, screenshot, slide, illustration, etc.) that you have the rights to?10. What is your full name, title, company, and city/state location where you are based?
Keywords
digital content experts, CMS professionals
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