Spiceworks | The Value of Dark Data for Customer Insights in the Healthcare Industry

Authenticx Chief Technology Officer contributed an article to Spiceworks

Michael Armstrong, CTO of Authenticx, discusses how tapping into dark data – unused, unknown, untapped data generated through interactions with devices and systems across companies enables organizations to mine and identify previously unknown data for critical decision-making.

The healthcare industry currently generates 30% of the world’s data, which is expected to grow by 6% by 2025. While data acceleration is a huge driver for generating insights, decision-makers face a big problem. It’s not that they lack data; there’s too much of it. And about 55% of that data is dark.

Dark data — unused, untapped data generated through interactions with devices and systems across companies — remains a healthcare organization’s best-untapped resource. This unstructured data from conversations creates valuable insights into trends, patient emotions and sentiments, drivers, brand detractors, and more.

Tapping into dark data sources allows organizations to identify and mine previously unknown data for critical business decision-making. When powered by AI, dark data analytics generates more nuanced, accurate insights and enables IT professionals to provide the healthcare industry — which relies heavily on data — to guide a patient experience, product safety, and public health. 


Spiceworks is a global marketplace that connects the technology industry. It provides tools and insights IT buyers need to research, buy, and manage technology, along with the business intelligence technology brands need, to build, market, and sell their products and services.


Authenticx was founded to analyze and activate customer interaction data at scale. Why? We wanted to reveal transformational opportunities in healthcare. We are on a mission to help humans understand humans. With a combined 100+ years of leadership experience in pharma, payer, and healthcare organizations, we know first-hand the challenges and opportunities that our clients face because we’ve been in your shoes.

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