Ali Bushell leads the Text Analytics practice for Confirmit in the Americas. Text, image and voice data are vastly untapped big data resources that enormously impact the understanding of a market and its customers. It is estimated that the vast majority (some estimate it at 90% or more!) of the world’s data is unstructured--and growing. It’s therefore critical to fully integrate these insights into business decisions to enable the most complete understanding while also avoiding an incomplete interpretation.