Surfacing Actionable Business Insights from Your Big, Private Data SourceIt’s estimated that 80% of business data is in an unstructured format. Inaccessible and untapped, your internal data may contain in the form of transcripts, surveys, or customer service records early signs of emerging issues, answers to development questions or even a customer’s first attempt at resolving an issue before they launch a tirade on a social media channel. (Laskowski, Nicole. "Avoid public relations issues by mining unstructured data from within" Business Analytics/Business Intelligence Information, News and Tips - SearchBusinessAnalytics.com. Web. 15 June 2011. ) Social is a critical component of business intelligence but it only provides a single view of a consumer. Applying the same analytical rigor to internal data can yield rich detail about a customer’s transactional behavior, customer service engagement efforts, or survey responses. What If….
- You could filter and analyze survey information to surface how patients are using and responding to a form of treatment
- Trend customer service issues to maximize allocation of corrective resources
- You could identify a set of customers, who have cancelled their service, based on a set of shared characteristics.
Sources of Business DataThere are probably multiple definitions of private, business data but some sources for unstructured, private data may include:
- Survey/focus group - verbatim
- Call Center
- Email & chat transcripts
- Private community conversations
- Text-translated video
- Private news