Enrich Customer Insights With Unstructured Data

Boris Evelson

Over the past several years, Forrester's research has written extensively about the age of the customer. Forrester believes that only the enterprises that are obsessed with winning, serving, and retaining customers will thrive in this highly competitive, customer-centric economy. But in order to get a full view of customer behavior, sentiment, emotion, and intentions, Information Management professionals must help enterprises leverage all the data at their disposal, not just structured, but also unstructured. Alas, that's still an elusive goal, as most enterprises leverage only 40% of structured data and 31% of unstructured data for business and customer insights and decision-making.

So what do you need to do to start enriching your customer insights with unstructured data ? First, get your yext analysis terminology straight. For Information Management pros, the process of text mining and text analytics should not be a black box, where unstructured text goes in and structured information comes out. But today, there is a lot of market confusion on the terminology and process of text analytics. The market, both vendors and users, often uses the terms text mining and text analytics interchangeably; Forrester makes a distinction and recommends that Information Management pros working on text mining/text analytics initiatives adopt the following terminology:

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2011 Retrospective – The Best And The Worst Of The Technology World

Richard Fichera

OK, it’s time to stretch the 2012 writing muscles, and what better way to do it than with the time honored “retrospective” format. But rather than try and itemize all the news and come up with a list of maybe a dozen or more interesting things, I decided instead to pick the best and the worst – events and developments that show the amazing range of the technology business, its potentials and its daily frustrations. So, drum roll, please. My personal nomination for the best and worst of the year (along with a special extra bonus category) are:

The Best – IBM Watson stomps the world’s best human players in Jeopardy. In early 2011, IBM put its latest deep computing project, Watson, up against some of the best players in the world in a game of Jeopardy. Watson, consisting of hundreds of IBM Power CPUs, gazillions of bytes of memory and storage, and arguably the most sophisticated rules engine and natural language recognition capability ever developed, won hands down. If you haven’t seen the videos of this event, you should – seeing the IBM system fluidly answer very tricky questions is amazing. There is no sense that it is parsing the question and then sorting through 200 – 300 million pages of data per second in the background as it assembles its answers. This is truly the computer industry at its best. IBM lived up to its brand image as the oldest and strongest technology company and showed us a potential for integrating computers into untapped new potential solutions. Since the Jeopardy event, IBM has been working on commercializing Watson with an eye toward delivering domain-specific expert advisors. I recently listened to a presentation by a doctor participating in the trials of a Watson medical assistant, and the results were startling in terms of the potential to assist medical professionals in diagnostic procedures.

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