Dark data – the gap between you and customer experience

Let's think about this for a moment.

You run a restaurant that's failing to gain much traction in the neighborhood.

You make the tastiest Italian food.

You provide an ambiance that is up there with the best.

You are priced reasonably.

But your footfall sucks.

You decide to list it on all popular booking platforms.

You see a surge in demand. But this is short lived.

Footfall goes back to being mediocre.

The data you look at could be that of taste, ambiance, presentation or even service based on feedback from customers.

But what you really need to be looking at could be the data on parking or traffic leading to your eatery

This, often unrealized data, that has an important impact on the goal is what we call "dark data". The plethora of untapped data in your possession.

We took a swipe at this subject and related it to business website performance.

On average, SaaS website conversion is at ~5%, meaning 95 out of 100 visitors to your website don't become leads.

What can you do about this?

Give it a read and let me know what you think!