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Dark data

also known as “dusty data,” is any data that typically is not used – and in many cases not even stored – and therefore does not interact with other regular forms of data. Typically it is the digital data amassed throughout the enterprise from intermediate layers like network devices, system logs, and even emails and other unstructured sources. Many times, companies don’t even realize the powerful insights inherent in that data. Dark analytics identifies opportunities in this hidden data – unstructured, untapped, and/or untagged information including that found in server log files and mobile geolocation data – to provide valuable new customer and/or business insights.

Source : Accenture - applied intelligence glossary