Big Data Analytics

384 • Big Data Analytics

of consumers. By watching who is quoting who, we can map who inu-

ences who. By analyzing sentimental words and my specic history of

such words when quoting others, computers can gain some knowledge of

whether I am probably quoting you to criticize you or because I like what

you said. When we use unstructured data this way, the lack of sensor-

like precision in the data becomes irrelevant. e computer is conduct-

ing a powerful analysis that was impossible even a decade ago. Still, when

considering a potential project based on unstructured data, we think it is

denitely worthwhile to consider whether the intended task matches the

nature of the data. Moreover, there are methods being developed to assist

in the judgment ...