Chaos and Control - Getting the most from your structured and unstructured data
The biggest source of hospitality customer feedback isn’t being used much, at least not yet. Experts at Gartner, Forrester and IDC estimate that somewhere around 80% of the world’s data is unstructured. And unstructured data is growing at 15 times the rate of structured data. Unstructured data is the kind of data that doesn’t fit neatly into columns and rows, and isn’t easily analyzed with traditional tools. Things like e-mails, Word documents, customer feedback, blogs, online reviews, instant messages, pictures, videos, etc. Clearly there is a significant competitive opportunity in doing a better job understanding unstructured data.