This is called "perishable insights" in "live flowing data". For example, if the geolocation of a customer is known to a business, the business can make offer based on the location, however if this data is not processed immediately, it may be irrelevant in the future. According to IBM, about 60 percent of data loses its value immediately.[4] Not analysing data immediately and letting it go 'dark' can lead to significant losses for an organisation in terms of not identifying fraud, for example, fast enough and then only addressing the issue when it is too late.[11]