3 use cases for dark data analysis in marketing & sales

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.

Why data enrichment is not just about data quality

At this blog, we have already presented various use cases for more efficiency in marketing and sales through data enhancement. In most cases, the introduction of a data enhancement strategy is based on the desire for a qualified and comprehensive firmographic profile of the incoming leads. But to get the most out of your data enrichment solution, you need more than the pure data quality of the firmographic information. By wisely leveraging the benefits of a broad data provider, you can get more out of your data set. And make data enrichment in your organization an extremely powerful sales and marketing tool.

Not everything, but important: Consistently high data quality essential

Obviously, a high quality of the delivered data is still at the top of the list of things a data enhancement service provider must offer you. After all, the quality of your company data determines its expressiveness. The more comprehensive and reliable the information you receive from your data enhancement partner, the less of it you need to collect from your customers and leads. One e-mail address is often enough – and you will receive a detailed firmographic profile. This results in a significantly lower hurdle to contact and an extremely comfortable user experience.

At the same time, data quality also means up-to-date data. Estimates assume that information will become obsolete in about a third of your data records within a year. Sometimes after just a few days or weeks. In the worst case this leads to an incorrect treatment of the customer or prospective customer and thus to a waste of valuable resources in marketing and sales. A good data enhancement service such as Implisense automatically provides you with updates to your existing data records. This ensures not only an initial, but above all a consistently high quality of your data.

Advantage through up-to-date databases: Signals and trigger events as a window to the customer

Data quality: The window to the customerIf used correctly, however, the usefulness of automated data enrichment goes well beyond regular filling of firmographic gaps and data quality as well as data topicality. The Implisense algorithm provides you with information you could never have requested from your lead or customer. Not least because in many cases you would not have known at all that there was such information to ask for. Important signals and trigger events that give you a valuable knowledge advantage:

  • In which positions are more people being recruited at the moment? (Can a strategic expansion or the opening of a new location or business area be derived from this?)
  • What technical and software skills are expected from employees? (So which systems are used internally?)
  • Were there new hires in middle management? (Can you be the first to talk to a new contact person?)

If you interpret this at first glance banal information correctly in the sense of your company, you will gain extremely specific contact reasons from your data enrichment. And maximize your chance of a quick and successful deal.

The when and where: Efficiency through intelligent data flows

When we talk about how you can increase the efficiency of your marketing and sales department with an appropriate data enrichment solution, we cannot ignore one essential point: The accessibility of all this information. Only if all relevant persons have access to all required data at all times can you actually exploit the advantages of the enriched data set. And if possible without the need for manual transfer! With intelligent interfaces such as the Implisense API, you can integrate the data enhancement service directly into your existing systems. The data flows automatically into your central databases and can be retrieved by all authorized employees at any time. Completely without your active involvement.

Before introducing a data enhancement solution, think carefully about what it should offer you in addition to impeccable data quality. And make clever use of signals and interfaces. Otherwise you will unnecessarily reduce their potential for your company.


Increase data quality with Data-as-a-ServiceImplisense’s Data-as-a-Service gives you access to several million features of more than 2.4 million economically active companies from Germany. And over 5.2 million companies in total. All this via a modern JSON REST interface (API). Here you will learn about the most important features, functions and application possibilities of Data-as-a-Service.Hier erfahren Sie die wichtigsten Eigenschaften, Funktionen und Anwendungsmöglichkeiten des Data-as-a-Service.