Traditionally, banks have leveraged structured data sources to calibrate brand or product performance. However, with technology enabling new media vehicles, 80% of the customer insights reside in unstructured data like consumer complaints, emails, presentations, Internet blogs and more recently activity on social media. Due to such constant changes in technology and the increasing need for focus on social network analysis, organizations will start to take unstructured and external data sources more seriously when considering their overall analytics platform to ensure a broader perspective. Consequently this means that once companies mature in their overall analytics use, adding unstructured data sources becomes a logical step towards broader business visibility.
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