Over the past several years, Forrester's research has written extensively about the age of the customer. Forrester believes that only the enterprises that are obsessed with winning, serving, and retaining customers will thrive in this highly competitive, customer-centric economy. But in order to get a full view of customer behavior, sentiment, emotion, and intentions, Information management professionals must help enterprises leverage all the data at their disposal, not just structured, but also unstructured. Alas, that's still an elusive goal, as most enterprises leverage only 40% of structured data and 31% of unstructured data for business and customer insights and decision-making.

So what do you need to do to start enriching your customer insights with unstructured data ? First, get your yext analysis terminology straight. For Information Management pros, the process of text mining and text analytics should not be a black box, where unstructured text goes in and structured information comes out. But today, there is a lot of market confusion on the terminology and process of text analytics. The market, both vendors and users, often uses the terms text mining and text analytics interchangeably; Forrester makes a distinction and recommends that Information Management pros working on text mining/text analytics initiatives adopt the following terminology:

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