Discovering brand impact: Sifting through all the noise of chatter to find insights that are actionable
Henry Cheang and Stephen PatonPotentiate and AGL Energy
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Introduction
The world creates 2.5 quintillion bytes of data per day from unstructured data sources like consumer complaints and feedback, text, messages, email and documents, survey and social media posts (IBM, 2012). Gartner defines unstructured data as content that does not conform to a specific, pre-defined data model. It tends to be the human-generated and people-oriented content that does not fit neatly into database tables (Gartner,...