Structured & Unstructured Data

As technology improves, the amount of different data we can access grows. Therefore, businesses rely more and more on data-driven marketing tactics to reach their goals. Although data is vast and complex, most data falls into two categories: structured and unstructured. 

Structured data is data types with easily identifiable patterns. An example of this is Google search. When you type Pizza into the search bar, it will auto-generate links related to pizza stores one after the other, going down the web page in a structured, easily identifiable pattern. Other examples of structured databases are metrics dashboards displaying clicks, conversions, and financial data, airline reservation systems, inventory control, sales transactions, and ATM activity. Unstructured data is essentially everything else that requires more manual effort to find and has no easily identifiable pattern. 

For businesses, the issue most face is deciding if they should invest in analytics that will make unstructured data more structured and how best to use both types of data together. It’s estimated that 20% of enterprise data is structured, while 80% is unstructured. Businesses should invest in unstructured data because not only is there more volume of data, but this data triggers engagement and interaction. This does two things, leads us to understand why and what triggered the behavior, and in turn, it drives the structured data results. If you only have structured data, you only have half the picture of what happened, but you don’t know why it happened without the unstructured data. So there’s a need for companies to find analytical solutions that will speed up understanding and using unstructured data effectively. This is what our Junction AI services aim to do for companies. We can structure clients’ unstructured consumer, competitor, and industry data into an easy-to-understand format. Providing a better way for companies to translate their unstructured data into winning solutions.

How We Use Your Unstructured Data

  1. We can go behind the curtain of your most liked Facebook post and see the image themes of the post. Steering you in the right direction of how you can use those themes for future image themes that would engage your audience.
  2. If you have segmented audiences, we can understand each audience further and the keywords that are predicted to resonate with each specific audience.
  3. Our tech shows you how clear the concept of your post is. The best posts have imagery and text that are connected to create the story you want to tell your audience. If that story isn’t clear, your audience won’t know what the key message you are trying to convey to them is. 

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