Data is the new currency in marketing and sales. The processes in these departments are becoming more and more data-driven – certainly also in your company. However, the more sales and marketing rely on it, the more important it is that the data on which decisions are based is really the right and relevant data. But this is not always the case. Because most tech platforms are only able to collect and process a small part of the available information. Namely, visible and structured data that almost always refer to the past. A true treasure of data of multiple size lies beneath the surface, which would enable much more precise statements in real time as well as highly probable forecasts – dark data. The problem is that they hide largely unstructured in a large number of scattered sources.

Dark Data - unstructured dataThe great thing is that AI is increasingly capable of detecting, collecting and – above all – interpreting this unstructured data. This gives you much deeper insights into your leads and customers, enables you to react more quickly to changes and provides you with more information on whether you are using the right data points as the basis for segmenting your contacts.

Three typical examples of how you can use Dark Data in your marketing and sales:

Use Case 1: In-depth insights for preparing calls

Technology profile e.g. from Dark DataImagine you could see at a glance which technologies a potential customer is using in his company, you knew in which countries he is going to increase his activities – without official announcement – or in which product groups the company is currently investing more. This and more information is already available on the Companies and Markets platform. And all this in a clear graphic format for quick preparation of meetings. The data for this is collected by an AI from millions of sources on the Deep Web. It interprets signals and mentions that have not been taken into account in conventional data collection – for example, the prerequisite for certain software skills in job ads. This turns a huge amount of unstructured data into meaningful, in-depth company profiles that you can call up with just one click. In a slimmed-down form even free of charge.

Use Case 2: Validation of data sets and trigger event detection

Even the most extensive data set is only valuable if it is up-to-date. AI-supported data enrichment and updating – for example using the Implisense API – also relies on Deep Data. Have records about your leads and customers automatically replenished and kept up to date. Quantity and quality of data in one solution. Another benefit of automatically updating your records: You recognize trigger events as early as possible and can react immediately. By evaluating the unstructured signals on the Deep Web, you know about relevant changes in your contacts even before your competition.

Use Case 3: Automatic segmentation based on relevant data

Data form the informative basis for the creation of positive customer experiences and the interpretation of customer behaviour. But are you sure you’re really looking at the relevant data points? An example: A restaurant wants to get to the bottom of the decline in walk-in customers. To do this, those responsible use customer feedback on food, ambience and service. But what if the main reason is a difficult parking situation in the surrounding area? If your interpretations are based on the wrong data points, you will draw the wrong conclusions and possibly even act counterproductively.

Implisense Pro helps you segment your customers and leads with Dark Data. Because the AI searches among the huge datasets it has created from the unstructured information for commonalities that connect your best customers. And on this basis, it suggests companies that also have these characteristics. The algorithm automatically determines which data points are important for identifying leads with great potential for you. In other words, the segmentation is really based on the relevant data.

Lift the data treasure below the surface by making Dark Data usable in marketing and sales.