Elena Klau Brands Must Turn to the Dark Data Side Our industry traditionally, naturally focuses on the data most visible, most apparent and most readily captured—the data that streams through our digital, mobile, video and retail channels. But people today interact with hundreds of brands in infinitely different ways. Marketers Could Benefit From a Small Data Strategy Now might be the time to admit it: You have a data problem. You’re surrounded by it. It’s flooded your desk, overwhelmed your hard drive and is piling up like floor-to-ceiling garbage in your consciousness. And you’re afraid to throw any of it away. “What if I need it one day?