{"id":644,"date":"2018-04-16T03:01:28","date_gmt":"2018-04-16T00:01:28","guid":{"rendered":"http:\/\/kusuaks7\/?p=249"},"modified":"2025-08-19T07:32:32","modified_gmt":"2025-08-19T07:32:32","slug":"how-data-exhaust-can-be-leveraged-to-benefit-your-company","status":"publish","type":"post","link":"https:\/\/www.experfy.com\/blog\/bigdata-cloud\/how-data-exhaust-can-be-leveraged-to-benefit-your-company\/","title":{"rendered":"How Data Exhaust can be Leveraged to Benefit your Company"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\t\t\t\tReady for Big Data Training & Certification?<\/em><\/strong> Browse courses<\/a>\u00a0like\u00a0Big Data – What Every Manager Needs to Know<\/a> developed by industry thought leaders and Experfy in Harvard Innovation Lab.<\/em><\/strong>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tBig data has become nearly ubiquitous among companies in every company \u2013 if they\u2019re not using it, they\u2019re thinking about it. In one\u00a02017 survey, 53% of companies<\/a>\u00a0were using big data in their business strategy. Most big data programs are focused on certain types of data. These essential data types are considered most relevant to the organization\u2019s overall goals. But what about all the data left over? Data exhaust can offer businesses significant value \u2013 if it\u2019s leveraged properly.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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What is Data Exhaust?<\/strong><\/h3><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tNo, it doesn\u2019t have to do with being exhausted by the amount of data your business collects (although that\u2019s a common sentiment among executives). Instead, it has to do with the amount of \u201cleftover\u201d data produced by an organization. When you set out to collect specific types of data, other information is collected at the same time. For example, you might be trying to figure out which demographic buys your product more than any other \u2013 but during the course of collecting that data, you might find out what times of day your website gets the most activity.\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tData exhaust can yield some important insights for businesses. However, many organizations are just sitting on this goldmine without a plan for using it. Having a plan for using it right away isn\u2019t necessary, but data exhaust can be helpful in several key areas of business development.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Improve Your Market Research<\/strong><\/h3><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tOne way to use data exhaust is for market research. Knowing your ideal audience and customer is absolutely essential to effective marketing and product development. While some portions of market research must be done manually (such as surveys and focus groups<\/a>), others just involve getting into the analytics.\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Help Shore up Cybersecurity<\/strong><\/h3>\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tA growing threat worldwide, cybercrime has the potential to cost businesses millions. Healthcare organizations, which are regularly attacked by cybercriminals,\u00a0lose about $2.2 million dollars per breach<\/a>. With this cost, plus the less tangible costs to reputation, no business can afford to ignore cybersecurity.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tHow can data exhaust help? Companies can use old, unnecessary data to test different cybersecurity platforms against attacks. Data exhaust can also be used to\u00a0assess risk in different databases<\/a>\u00a0to create a cybersecurity plan.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Inform Marketing and Product Development Strategies<\/strong><\/h3>\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tTypically, businesses have a wide range of projects they\u2019d love to work on. Of course, that doesn\u2019t mean there\u2019s time to do everything at once, and data exhaust can help hone in on what\u2019s important. For example, if your leftover data tells you that the vast majority of people visit your site via a mobile device, it might be worth considering developing an app to serve those customers.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Not All Data is Valuable<\/strong><\/h3><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tEven though data exhaust can be useful, not all the exhaust you collect will be. Sometimes, you need to free up some space and get rid of the data that doesn\u2019t deserve being kept for a rainy day. Having a procedure for deciding what types of data need to go will make those tough decisions easier.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tAsk questions of those who work closely with the data, to see what is potentially relevant, and what types of data should be destroyed. Having the capacity for keeping data exhaust is important, but there are limits to what a company can keep.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Responsible (and Legal) Use of Data Exhaust<\/strong><\/h3>\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tIt\u2019s clear that having data exhaust at your disposal can be great for business. However, it\u2019s very important to be cautious and to use data exhaust responsibly. There are possible legal implications, so be sure to consult with a professional on the appropriate ways to use the data your organization has accumulated.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tUnfortunately, it\u2019s also possible to alienate your customers using data exhaust.\u00a0One good example<\/a>\u00a0is an insurance company using GPS tracking driving habits and charging more to people who park in high crime areas. This, in turn, can become discriminatory.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tBusinesses have to be careful about the implications of how they use data in order to avoid negative outcomes. Used correctly and responsibly, however, big data can streamline operations and result in a more effective business strategy.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Most big data programs are focused on certain types of data. These essential data types are considered most relevant to the organization’s overall goals. But what about all the data left over? Data exhaust can offer businesses significant value – if it’s leveraged properly. No, it doesn’t have to do with being exhausted by the amount of data your business collects although that’s a common sentiment among executives. Instead, it has to do with the amount of “leftover” data produced by an organization. When you set out to collect specific types of data, other information is collected at the same time.<\/p>\n","protected":false},"author":129,"featured_media":3467,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[187],"tags":[122],"ppma_author":[1665],"class_list":["post-644","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bigdata-cloud","tag-big-data"],"authors":[{"term_id":1665,"user_id":129,"is_guest":0,"slug":"ryan-ayers","display_name":"Ryan Ayers","avatar_url":"https:\/\/www.experfy.com\/blog\/wp-content\/uploads\/2020\/04\/medium_1ecc58f3-1160-4f9e-9fe6-2028f872ed84-150x150.jpg","user_url":"","last_name":"Ayers","first_name":"Ryan","job_title":"","description":"Ryan Ayers CEO,\u00a0Ryan Ayers Communications, has consulted a number of Fortune 500 companies within multiple industries including information technology and big data.\n\n\u00a0"}],"_links":{"self":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/644","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/users\/129"}],"replies":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/comments?post=644"}],"version-history":[{"count":4,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/644\/revisions"}],"predecessor-version":[{"id":38030,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/644\/revisions\/38030"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/media\/3467"}],"wp:attachment":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/media?parent=644"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/categories?post=644"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/tags?post=644"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/ppma_author?post=644"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}