With unstructured data, knowing what questions to ask is often difficult, but with the help of structured data (the relational data), one may develop a better process.
Unstructured data, sometimes categorized into a subcategory of ‘Big Data’ is comprised of word files, email, social media, video, audio, HTML, XML, PDF, Excel, image files and more.
Manufacturers, services companies, and government organizations are all taking advantage of unstructured data to improve their organizations’ responsiveness. This has resulted in hundreds of millions of dollars in cost savings and additional revenue for those companies.
Examples of Unstructured Data
Specifically, there are many insights that decision makers gain by unifying both unstructured and structured data in their analysis. Some of the major insights are: the status of customer opinion/sentiment, competitive intelligence, early detection of quality issues, ideas on new products or product enhancements.
While unstructured data has great value, the real value of unstructured data is found when it is combined with the core structured data.
For example, the realization that customer sentiment is negative is even more valuable when combined with the recent sales transactions and customer information to understand how that sentiment has affected the demographics of the audience or the mix of products and services that was purchased.
A disjointed approach leads to a multi-stage process to handle and/or analyze data, making it virtually impossible to include rapidly changing data in an analysis.
One is going to need a hybrid platform a hybrid search-analytic platform that unifies structured and unstructured data and provides self-service exploration capability. You are going to find that Oracle Endeca provides the platform designed to complement traditional BI platforms, which are typically tuned to serve reporting demands on structured data only.
Unifying unstructured data with structured data, therefore, can often be accomplished through a complementary architecture that is neither difficult nor expensive to implement.
With these changes, organizations provide their decision makers clear visibility into market dynamics, customer sentiment, and internal business operations.