The information contained in unstructured data is not always easy to locate. In customer-facing businesses, the information contained in unstructured data can be analyzed to improve customer relationship management and relationship marketing.
It requires that data in both electronic and hard copy documents and other media be scanned so a search application can parse out concepts based on words used in specific contexts. As social media applications like Twitter and Facebook go mainstream, the growth of unstructured data is expected to far outpace the growth of structured data.
Unstructured data is a generic label for describing data that is not contained in a database or some other type of data structure . Textual unstructured data is generated in media like email messages, Power Point presentations, Word documents, collaboration software and instant messages.
Non-textual unstructured data is generated in media like JPEG images, MP3 audio files and Flash video files.
For example, if you want to mine analytics on customer behavior, but the data for each store location is trapped in a separate database, it’s almost impossible to leverage a big data solution. In our experience, customers facing this challenge experience three specific pain points: If you have a large volume of data from different sources, in different tables and databases, you’re going to have a hard time drawing any conclusions that might give you a competitive advantage or improve your ROI.As we now know, unstructured data and content contains a wealth of valuable information.Any sales person, for instance, knows that people make buying decisions based on emotion, not simply numerical calculations.Because of this, many organizations are realizing that consolidating, accessing and analyzing this unstructured data is an important factor in optimizing and analyzing business processes.Organizations can also use this data to gain a competitive advantage. It may be stored in documents, reports, spreadsheets, web pages, or digital media (images, audio and video).