The primary role of archiving has traditionally mostly about defense, such as retaining copies of business records and other important documents that might be needed as part of a legal action, or to have the ability to respond to a regulator’s request for information. However, archived data in email, text messages, social media posts, files and other content contains a wealth of information about an organization that is rarely, if ever, available from other sources. This white paper discusses how archiving can be used both defensively and proactively to gain insight into a business that will result in competitive advantage and reduced risk.