Many people may be unsure of what 'structured data' means, but everyone will recognise it: data that resides within a fixed field in a record. At the same time, the web, mobile and social networks, and other platforms are producing enormous amounts of unstructured data, which can itself hold a wealth of market intelligence. Unlock this 'big data' and it has the power to build sustainable value in a number of forms. But how can such vast quantities of data be interpreted and used effectively?

Creating Value from Big Data enables readers to make sense of data patterns...