corporation. The challenge then is unlocking that potential.

The Business Value Proposition

Fig. 4.4.3 shows that there is a different business value proposition for the different types
of unstructured data. Repetitive unstructured data have business value. But the business
value in repetitive unstructured data is hard to find and hard to unlock. And in many
cases, there simply is no business value whatsoever in repetitive unstructured data.

Fig. 4.4.3 Business value varies depending on whether data is repetitive or

nonrepetitive.

However, it is in nonrepetitive unstructured data where there is huge business value.
There are many, many cases where the business value in nonrepetitive unstructured data
is very high.

Some of the more obvious cases where there is business value in nonrepetitive
unstructured data include the following:

E-mails, where customers express their opinions

Call center information, where customers have a direct line to the corporation

Corporate contracts, where corporate obligations are disclosed

Warranty claims, where the manufacturer can find out where the weak points of the manufacturing

process are

Insurance claims, where the insurance company can assess where profitable business lies

Marketing analysis companies, where direct customer feedback can be analyzed

Chapter 4.4: Unstructured Data