While Dark Social represents a major challenge for marketers looking to better measure and understand the different elements of their marketing, it also represents an opportunity for brands innovating in the space.
Organisations shouldn't assume data is simply an advertising tool, nor should non-digital businesses dismiss data as the preserve of the new, digital kids. Marketing is not only a very small subset of data's potential; it is also a completely different approach to analytics to the vast majority of data projects.
These are insider threats, the number one contributing factor to security incidents within enterprises. Despite what you see in hacker movies such as Blackhat, the biggest threat to organisations' networks are the people who are working for them.
At Accenture, we combine deep technical knowledge of data platforms, advanced data analysis capabilities and the expertise to interpret the analytics. I'm looking forward to continuing to use this winning combination to provide deeper insights to rugby fans in the final round of a tightly fought 6 Nations championship.
With the first two rounds of RBS 6 Nations now complete, the pre-tournament excitement has proved justified, with this year's Championships already fulfilling the promise to be the closest and most thrilling for many years.
As Vice President of Marketing at Platfora, Viviana Faga is responsible for building awareness of the Platfora brand and
Vickie Miller serves as CISO at FICO. Her scope of responsibilities includes cyber analytics, governance, risk and compliance
From a sporting, but also business perspective, The Championships this year have shown us that both can significantly benefit from access to large amounts of data and the analytics capabilities to use these insights.
The amazing thing about Wimbledon is that for 50 weeks of the year it is a private tennis club which evolves for two weeks of the year into a world-class global sporting event delivering fans one of the best, immersive digital experiences here in the UK and beyond - all efficiently enabled by using cloud technology.
I copied the URL into an email and sent it to her. In doing so, I was committing a 'dark social' act. But what does this simple action mean for marketing on the web, and more importantly how on earth do we track it?