It can also be presented as follows:
It has been a challenge to the traditional Data, Information, Knowledge and Wisdom hierarchy by introducing not one, but three forms of data. I call them Blue Data, Red Data and Black Data.
Blue Data or Reflex Data is data that affects the system, but is not necessarily captured at all. It influences a transaction, but requires techniques external to regular data capture to record. Some of the most subtle aspects of design influence this level of a transaction. This is when a customer leaves a website because the Flash presentation takes too long to load.
Red Data or Intuitive Data is registered by the system, but does not generate any exceptions or variances. Although the data affects the bottom line it does not register in the cognitive-physical or cognitive levels of the system. This is “business as usual” data.
Black Data or Exception Data is registered by higher levels of the system. This is data that calls for physical-cognitive response outside the domain of normal operation. An example would be a customer having to make two orders of nine units and one order of seven units because the system cannot capture more than nine units in one transaction.
I believe that for the Data, Information, Knowledge and Wisdom model to be complete it has to recognize the significance of Blue Data, Red Data and Black Data. For business to truly be successful, it not only has to ascend the DIKW hierarchy, it has to descend the hierarchy below the traditional definition of data and recognize all of data’s facets.
And what is Information, Knowledge and Wisdom, but higher forms of data?