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Designing a Data Warehouse: Supporting Customer Relationship Management by Chris Todman

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UNSTRUCTURED DATA

Almost all the data that is currently held in data warehouses is what we call structured data. This means that the data is organized into rows and columns, with ordered data types, etc.

Unstructured data is the kind of data that exists in documents, Web pages, journals, newspapers, etc. This data can be just as valuable as structured data. For instance, a severe drop or hike in the price of oil might have an effect on any of our customers that are highly sensitive to the price of oil, and any decision we might make about our dealings with these customers may well be influenced by such a change.

The attraction of unstructured data is that it tends to become available very much more quickly than the massaged, sanitized, and structured ...

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