Data is the lifeblood of analytics. Yet some of the richest data sources now available to us will not easily reveal the insights they carry, because they don’t readily lend themselves to our traditional algorithmic approaches. In fact, much of big data isn’t what we have historically thought of as “data” at all. As much as 80 percent of the world’s big data is unstructured, meaning it doesn’t fit neatly into the columns and rows that feed most analytic models. For instance, new sources of text – blogs, comment streams, device logs, chat sessions with customer service reps, Twitter feeds and other social media posts – are all proliferating, but aren’t easily analyzed using simple regression models or decision trees. However, the body of techniques known collectively as text analytics can help draw insights from these sources by translating messy, complex textual information into signals that can enhance insights to customer behavior and even help refine predictive models.
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