There’s nothing new about using data to make decisions. But, what is new is the potential that new data sources hold in providing real actionable insight. Unstructured data such as social media activity, online community participation, or live chat records, hold a wealth of insight about a company’s customers, products, processes, and more. The next big thing in Big Data is the ability to integrate unstructured with traditional structured data to get a clear picture of your business. Bill Duffy, senior partner of customer strategy services at TTEC, says companies must step back and first harness unstructured data before taking the integration leap.
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