ultraviolet data

A term used to describe segmenting and slicing data to identify the most valuable metrics for a business.

Coined by Marshall Sponder, the author of Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metric, Marshall’s ultraviolet data approach refers to the newly identified need for marketers to create targeted insights from big social and web data, culling signal from noise, to zero in on the real world opportunities to increase traction,