Unstructured Data in Marketing

Customers and prospective customers make comments, vent frustrations and provide input everyday about the way your company is performing and likes and dislikes of your products. They might make those comments on web sites or to your customers’ services reps.If you send them a survey and ask them to check boxes, then you are limiting their options for responding. If you give them an open ended question, they will tell you in their own words the topics they care about. Their own words contain far more insight than a box they’ve checked.
All of this information is unstructured data.

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