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Unravelling unstructured data: A wealth of information in big data

Conference Paper · September 2015

DOI: 10.1109/ICRITO.2015.7359270

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 Unravelling Unstructured Data: A Wealth of
Information in Big Data
Mona Tanwar1, Reena Duggal2, Sunil Kumar Khatri3
1-3
Amity Institute of Information Technology
Amity University Uttar Pradesh, Noida, India
1
mona.tanwar@student.amity.edu
2
reena.duggal@student.amity.edu
3
skkhatri@amity.edu,sunilkkhatri@gmail.com
Abstract— Big Data is data of high volume and high variety
being produced or generated at high velocity which cannot be
stored, managed, processed or analyzed using the existing
traditional software tools, techniques and architectures. With big
data many challenges such as scale, heterogeneity, speed and
privacy are associated but there are opportunities as well.
Potential information is locked in big data which if properly
leveraged will make a huge difference to business. With the help
of big data analytics, meaningful insights can be extracted from
big data which is heterogeneous in nature comprising of
structured, unstructured and semi-structured content. One
prime challenge in big data analytics is that nearly 95% data is
unstructured. This paper describes what big data and big data
analytics is. A review of different techniques and approaches to
analyze unstructured data is given. This paper emphasizes the
importance of analysis of unstructured data along with
structured data in business to extract holistic insights. The need
for appropriate and efficient analytical methods for knowledge
discovery from huge volumes of heterogeneous data in
unstructured formats has been highlighted.
Keywords— Big Data, Unstructured data, Text Analytics, Audio
Analytics, Video Analytics, Social Media Analytics
I. INTRODUCTION
Big data has caught attention of professionals,
academicians and researchers since it came into light. This
paper explores various aspects of big data and big data
analytics. Various definitions have come up during this phase
when professionals throughout the world were putting in
endeavors to understand and state what big data is. The first
thing that comes to mind is its size but it is much more than
that.
IDC defines big data as "Big data technologies describe a
new generation of technologies and architecture designed to
economically extract value from very large volumes of a wide
variety of data, enabling high velocity capture, discovery
and/or analysis " in 2011 [1]. TechAmerica Foundation
defines big data as “Big data is a term that describes large
volumes of high velocity, complex and variable data that
require advanced techniques and technologies to enable the
capture, storage, distribution, management, and analysis of the
information.” [2].
The traditional data management and analysis systems like
Relational Database Management Systems (RDBMS) are not
978-1-4673-7231-2/15/$31.00 ©2015 IEEE
suitable and adequate to process big data as they are based on
structured data which is a very small fraction of big data and
secondly because they are not scalable to the extremely high
rate of generation of big data.
The description of big data is incomplete without
mentioning the three V’s of big data which are volume,
variety and velocity. These are the fundamental characteristics
of big data as given in Fig. 1 [3].
1. Volume – It refers to the high magnitude of big data
which is in the order of terabytes to petabytes and more. For
instance, some earlier estimates suggested that 20 petabytes of
storage space was used to store 260 billion Facebook photos.
In 2010, it was reported that up to one million photographs
were processed by Facebook per second [4]. Twitter generates
12 terabytes of data daily [5]. In 2012, Facebook stated that
2.7 billion “likes” and “comments” were registered daily by
the users [6].
2. Variety – Massive volumes of data of heterogeneous
nature is generated by different sources. It consists of
structured, semi-structured and unstructured data. Structured
data has a fixed format whereas unstructured data has no fixed
schema or format.
3. Velocity – Big data is being generated continuously at an
exponential rate. 90% of current data is generated in last two
years [7, 8]. Social media is one major contributor which is
generating data explosively. Sensors, smart phones and
internet are leading to huge data feeds.
The explosive rate of growth of big data presents
tremendous opportunity and will yield big economic gains if
correctly exploited. The resources needed for exploiting big
data are falling short because of the high rate of growth of
data. Eric Schmidt, the CEO of Google in the Lake Tahoe
Technology Conference held in 2010 [9] quoted that
“Between the dawn of civilization through 2003, just 5
exabytes of information was created. That much information
is now created every two days and the pace is increasing.
People aren’t ready for the technology revolution that’s going
to happen to them.” According to a recent study, such amount
of data is being generated in every 10 minutes now [10]. It has
also been estimated that more than 85% of Fortune 500
organizations will fail to exploit big data for competitive
advantage [11]. They will lag behind the 15% organizations
that will leverage big data. Organizations that exploit big data
will have a competitive advantage over other o organizations
[12, 13].
Nearly 95% of big data is unstructuredd [2]. To improve
business performance, insights need to be gained from
unstructured data and integrated with othher data to get the
holistic picture so that better business decissions can be made.
Organizations that would leverage unstrucctured data as well
along with structured data would have a competitive edge
over others. This has been stated time and again.
Fig.1 Characteristics of Big Datta
II. WHAT IS “BIG DATA ANALY YTICS"?
Big data analytics is the process of collecting, storing and
analyzing huge volumes of high velocitty diverse data to
extract hidden patterns and meaningful innsights. The results
can be used for decision making by prooviding meaningful
insights which help business grow, help in discovering certain
patterns in fields like weather forecast, social networks, online
browsing, customer purchases, telecom andd location data. Big
data analytics can help in making discoverry in various areas
such as space science, research in varioous fields such as
medicines, in analyzing various trends inn stock market to
make predictions, in predicting customer demand,
d in making
future predictions for sales and market direections etc. During
the last elections that were held in India, the
t BJP party used
big data analytics to prepare their strategiees for campaigning
[14]. The information obtained by anallytics is used by
organizations to get deeper knowledge so thhat evidence based
decisions can be made faster to get a com mpetitive advantage
over other organizations. For instance, Clickstream data
enables online retailers to understand custoomer behavior and
also the browsing patterns. It provides innformation on how
much time the customers spent on which pages and the
sequence of pages as well. This helpss in taking better
decisions with respect to what kind of prodducts, services and
deals to offer them. Such data could also help in improving
the website designs. Data being generateed through various
mobile apps contain huge information whhich could help in
generating personalized offers for the customers. Big data
analytics enables organizations to create real-time intelligence
from big data. Devices such as smart phones and sensors have
accelerated the rate of grow wth of data generation and
magnified the need of real-tim me analytics. The scope and
benefits are ubiquitous and never ending. Therefore, to
process and analyze big data, there
t is always a need of cost
effective, efficient and appropriate tools and techniques.
The process of extracting infformation from big data can be
divided into five phases [15]. The first phase is Acquisition
and Recording of data, secondd is Extraction, Cleaning and
Annotation, third is Inteegration, Aggregation and
Representation, fourth is Modeelling and Analysis and finally
the fifth is Interpretation. Thee first three phases are Data
Management tasks and the lateer two are Analytics tasks. The
data management process invollves acquisition and storage of
data, and retrieving and preparinng it for analysis. The analytics
process refers to analyzing and acquiring knowledge from big
data.
Analytics can further be categorized into Descriptive
Analytics, Predictive Analyticcs and Prescriptive Analytics.
Descriptive analytics is conneccted with business intelligence
and is based on historical daata. Predictive analytics uses
statistical data and is meant forr making predictions for future
scope based on the data. Prescrriptive analytics is used to find
out the optimized solution for thhe concerned problem having a
set of constraints [16].
Handling heterogeneity in big data analytics becomes
tedious and difficult. Apart froom heterogeneity, complexities
arise in big data analytics becauuse of other factors as well such
as noise accumulation, spurrious correlations, scale etc.
Moreover, the conventional tecchniques are statistical and do
not scale up to the need of bigg data. A small size of data set
known as the sample is selecteed and relationships are found
out of the sample. The conclussion is then generalized to the
entire population but in case off big data, the sample would be
massive. So it doesn’t hold significance
s in this case. The
computational efficiency of these t techniques is also not
scalable on big data.
III. ROLE OF UNSTTRUCTURED DATA
Big data consists of struuctured, semi-structured and
unstructured data as shown in Fig.
F 2[17]. This is often referred
as structural heterogeneity in big
b data. Only 5% of existing
data is structured [18]. Structuured data is tabular data which
exists in the form of relationaal databases and spreadsheets.
Data having no particular formmat, schema or structure is said
to be unstructured, it can be inn any form such as text, audio,
images and video for example, word files, PDF files, content
of blogs, forums, tweets, emailss, web pages, audio files, video
files, images etc. The internett is flooded with unstructured
content. Nearly 95% of existinng data is unstructured, a vast
portion of which is in the form of videos [2]. Major
contributors to unstructured data
d are social networks and
sensors. In between structuredd and unstructured data, there
exists semi-structured data whhich has no strict standard for
example Extensible Markup Lannguage (XML) files, web logs,
sensor logs etc. XML enables exchange of data on web and is
machine readable since it consists of user-defined data tags.
Unstructured data adds to the complicacy of analytics
process since mostly the machines require a structural
organization of data for processing and analysis. But in order
to have a competitive advantage over other organizations, the
potential information locked in unstructured data needs to be
extracted by organizations. The real value of unstructured data
can be leveraged by deconstructing it which results in data
enriched with metadata. This process converts it into semi-
structured content which can be used to gain insights.
It has also been stated that for decision making, the
decision makers cannot rely completely on structured data as
they would miss the vast amount of information available on
the open source unstructured web content [18]. To keep pace
with the fast evolving information age, organizations will
need to exploit unstructured content to extract patterns across
complex data types for evidence based decision making.
For predictive analytics, both structured and unstructured
data are required. Without their integration and analysis, a
complete picture cannot be obtained. For instance, while an
organization may correlate its sales data with variables such as
quarter of year or demographics of customer to track the sales
record of some product or service, the organization may
understand what is happening but the reason can be
understood after analyzing social media data and call center
logs i.e. unstructured data [19]. A wealth of information is
stored in unstructured data which if leveraged properly can
make a big difference to business.
One major challenge in unstructured data analytics is that
unstructured data is noisy [19]. It needs to be cleaned first and
then it is analyzed after which it is integrated with structured
data. Integration of unstructured data with structured data is a
challenging task. Many real time challenges exist with
unstructured data. There is a need of efficient cost-effective
techniques and tools to exploit unstructured data in real time.
IV. VARIOUS TECHNIQUES OF UNRAVELLING UNSTRUCTURED
DATA
In this section, the analytical approaches and techniques
used for extracting information from unstructured data (text,
audio and video) have been discussed. Social media analytics
has also been discussed though it consists both of structured
and unstructured data but unstructured data has a very large
fraction in comparison to structured data.
A. Text Analytics
It refers to the techniques used for extracting or retrieving
information or insights from text based data such as emails,
documents, advertisements, forums, blogs, news content,
social network content, website content, call center logs,
customer comments and reviews, tweets etc. It involves
Statistical Analysis, Computational Linguistics and Machine
Learning. Meaningful insights are gained which support
decision making in businesses. For example, by retrieving
information from financial news, stock market can be
predicted [20].
Information Extraction or IE techniques convert
unstructured text into structured content. For instance, from
medical prescriptions, structured data like drug dosage,
composition and other information can be obtained. There are
two sub tasks in information extraction process namely Entity
Recognition and Relation Extraction [21]. ER or Entity
Recognition finds name information in text data and classifies
the information into categories like person, firm and year. RE
or Relation Extraction finds and retrieves the semantic
relationships between entities such as persons, company, etc
from the text data.
One another technique used in text analytics is Text
Summarization [22]. These techniques are used to produce a
summary from a single or multiple text sources. These
techniques can be applied to various text data sources such as
news, articles, emails, blogs and forums. There are two
different approaches to the summarization techniques. One is
Extractive and the second is Abstractive. The extractive
approach creates summary by extracting original text units or
sentences from the source document and therefore the
summary is a subset of it. This approach requires no
understanding of the document. On the other hand, the
abstractive approach extracts semantic information from the
document. The summaries generated by this approach do not
contain the original text units necessarily. This approach uses
advanced Natural Language Processing Techniques or NLP
techniques to parse the text and produce the summary. For big
data, extractive systems are more suitable as they are easier to
adopt.
Fig. 2 Types of Big Data
There are Question Answering techniques or QA
techniques also which provide answers to questions framed in
natural language. Such systems have their applications in
various fields such as finance, academics, healthcare and
marketing. They are based on complex natural language
processing techniques. Question answering techniques have
three different approaches. The first is Information Retrieval
approach, the second is Knowledge-based approach and the
third is Hybrid approach. In the information retrieval or IR
approach, firstly question processing is done to create an
appropriate query from the question, then document
processing is done to extract relevant pre-written content from
existing documents after which answer processing is done to
retrieve the candidate answers which are ranked and the top
ranked answer is returned as the solution or output. The
knowledge based approach produces the semantic information
of the question and then it is used for querying. This approach
is suitable for restricted domains such as tourism and
medicine as there are no large volumes of pre-written content
in these domains. In the hybrid approach, the questions are
semantically analyzed using the knowledge based approach
whereas the candidate solutions are generated using the
information retrieval approach.
Sentiment Analysis or Opinion Mining techniques are the
techniques which analyze opinionated text which consists of
opinion or views of people towards entities such as
individuals, products, brands, firms or events [23]. It is done
in areas such as marketing, political and social science and
finance. Sentiment analysis is done at document level,
sentence level and aspect level. The document level
techniques infer whether there is a positive or negative
sentiment about a single entity in the whole document. In the
sentence level techniques, the single sentiment is determined
about the entity in the sentence. This is more complicated in
comparison to document level techniques. The aspect based
techniques determine all sentiments specific to the entity with
respect to the different aspects of the entity in the document.
This is useful where customer opinions towards different
features of a product are reviewed. Text based content is
increasing at an accelerated rate and the ability of business
decision makers to extract useful insights from text data
remains challenging.
B. Audio Analytics
It is the process of analyzing and extracting or retrieving
information from unstructured audio content or data. It is
known as Speech Analytics when applied to human spoken
language [24, 25]. It is implemented in areas such as customer
call centers and healthcare. In call centers, it is used to analyze
recorded customer call content to evaluate the performance of
the agents, to understand customer behavior, to identify issues
of product and services, to improve the customer experience
and to increase the sales rate. Live calls can also be analyzed
and feedbacks can also be provided to the agents in real time.
Products and services recommendations can be formulated
based on previous and current interactions with the customers.
In healthcare, audio analytics is useful in diagnosing and
treating diseases which affect the communication patterns of
the patients like Depression, Cancer and Schizophrenia [24].
Infant’s cries can also be analyzed to gain information about
the infant’s health and emotional status [25].
There are two approaches for speech analytics: the
Transcript-based approach and the Phonetic-based approach.
The transcript-based approach which is also known as the
Large Vocabulary Continuous Speech Recognition (LVCSR)
approach is further divided into two phases: Indexing and
Searching. In the indexing phase, Automatic Speech
Recognition (ASR) algorithms are used to match sounds with
words which are identified with the help of a predefined
dictionary. If the system fails to do so, the most similar word
is returned. The output of this system is a file which contains
the sequence of the spoken words in the speech. In the
searching phase, to find the search term, standard text-based
methods are implemented. The phonetics based approach
works with sounds or phonemes which helps in distinguishing
one word from the other. This approach can also be further
divided into two phases which are phonetic indexing and
searching. In the indexing phase, the input speech is translated
into a sequence of phonemes. In the searching phase, the
search terms are phonetically represented by searching the
output obtained from the previous phase.
C. Video Analytics
It is the process of monitoring, analyzing and gaining
meaningful insights from video streams. It is also referred as
Video Content Analysis (VCA) and is still in its initial stage
[26]. There are techniques to process real-time and pre-
recorded videos. The major contributors to video data are
Closed-Circuit Television (CCTV) cameras and the video-
sharing websites such as YouTube. One prime challenge in
video analytics is the huge size of video data. Over two
thousand pages of text data is equivalent to just one second of
a High Definition (HD) video [27]. Every minute hundred
hours of video content is uploaded to YouTube [28]. High
volume of video content poses a challenge but opportunity as
well with the help of big data technologies. Intelligence can be
drawn from thousands of hours of video content. Video
analytics has been applied in areas such as automated security,
monitoring and surveillance systems for detecting breaches,
identifying thefts, detecting littering of areas, keeping a check
on suspicious activities or objects left unattended. Upon
detection of any such activity the security officers may be
notified in real time or a necessary automatic action may be
taken such as turning on the sound alarms, locking the doors
or turning on the lights. Labor-based surveillance systems are
costly and are less effective in comparison to automatic
systems. It has been observed that security personnel cannot
maintain their focus for more than twenty minutes on the
video content [29]. The content of CCTV cameras placed in
retail outlets can be analyzed for extracting information. Such
information can help in better marketing and operations
management. The retailers can extract information such as the
number of customers, their demographic information like age
and gender, the time duration for which they were in the store,
their movement patterns and the time duration for which they
were in different sections. Queues can also be monitored in
real time. Meaningful insights can be extracted by correlating
such information with customer demographics to make better
decisions for product price and placement, deals and offers,
making combos, staffing, product promotion strategies and
layout optimization. The customer group’s buying behavior,
group size, group’s demographics and the buying behavior of
individual members of the group can also be analyzed.
One another application of video analytics is Automatic
Video Indexing and Retrieval for easy search and retrieval of
videos. For video searching and retrieval, there is a metadata
based approach in which relational database management
systems are used. In the soundtracks and transcripts approach,
video indexing can be done by applying audio analytics and
text analytics [30].
There are two different system architecture approaches in
video analytics: Server-based architecture and Edge-based
architecture [31]. In server-based architecture, a centralized
server performs video analytics on the videos captured by
each camera. The limitation to this approach is that the
bandwidth is limited and hence the videos are compressed by
either reducing the image resolution and/or the frame rates.
And therefore, the accuracy of the analysis gets affected
because of loss of information. But maintenance is easier in
this approach and it also provides economies of scale. In edge-
based architecture, video analytics is applied on the video
content captured by the camera locally. There is no loss of
information in this approach and the content analysis is more
effective. The maintenance of such systems is costly and the
processing power is lower with respect to the server-based
systems.
D. Social Media Analytics
It is the analysis of structured and unstructured content of
social media channels such as social networks, social news,
blogs, micro blogs, media sharing, wikis, social bookmarking,
question-and-answer sites and review sites [32]. Many mobile
apps also facilitate social interactions and therefore are social
media channels. Research on social media is done in various
disciplines such as psychology, sociology, computer science,
mathematics, economics, physics and anthropology. In recent
years, the results of social media analytics have been helpful
for marketing because of widespread adoption of social media
by users throughout the world [33].
In social media, the two sources of information are the
content (images, audios, customer feedbacks, product reviews,
videos, bookmarks, sentiments etc.) generated by users and
the relationships between the entities of network (people,
organizations, products etc.). The social media analytics can
be categorized into two parts: Content-based analytics and
Structure-based analytics [34]. In content-based analytics,
analytics is performed on the content posted by the users on
the social media platforms. Such content is of high volume,
unstructured, noisy and dynamic nature. To extract insights
from such data, the text, audio and video analytics techniques
can be applied. The data processing challenges are addressed
by the big data technologies. In structure-based analytics, the
focus is on the structural attributes of the social network.
Insights are extracted from the relationships of the entities.
A social network is represented by a graph consisting of a
set of nodes representing the participants and a set of edges
representing the relationships between the entities or
participants. The network graphs can further be categorized
into two kinds of graphs: Social graphs and Activity graphs
[35]. In social graphs, the edges represent the existence of
links like friendship between the respective entities.
Communities or hubs could be determined by such data. In
activity networks, actual interactions between entities are
represented by the edges. There is exchange of information
between the linked entities such as likes and comments.
Activity graphs are more preferable in comparison to social
graphs from analytics point of view as active relationships are
more informative.
Community detection or discovery is a technique which
extracts implicit communities of a network. Communities are
sub-networks where the entities interact more with each other
with respect to the entire network. Behavioral patterns and the
properties of the network can be extracted from such data.
Community detection has similarity with clustering in this
respect [36]. It has various application areas such as marketing
and the World Wide Web (WWW) [37]. It is helpful in
developing better product recommendation systems.
Social Influence Analysis analyzes the influence of entities
and connections in a social network. It is based on the
assumption that the behavior of an entity or participant is
influenced or affected by others. Such data gives an insight
into the actors influence, strength of connections and the
patterns of influence in the network. This technique is helpful
in marketing to enhance awareness of brands and products and
their adoption.
Link Prediction is a technique which predicts possible
future linkages between the existing entities in the social
network [34]. A social network keeps growing over the time
and new edges and nodes keep adding up. The goal is to
understand and predict the possible interactions, collaboration
or influence among the participants of a social network in a
given time period. It has been observed that these techniques
outperform pure chance by factors of 40-50 indicating that the
present structure of the social network has potential
information about future links [38]. By link predictions,
recommendation systems are developed such as Facebook’s
“People You May Know”, YouTube’s “Recommended for
You” and Netflix’s and Amazon’s recommender engines.
Besides the discussed techniques, other analytical
techniques are evolving with time. This area is the focus of
many researchers and professionals currently. The future will
have cost effective efficient tools and techniques for analytics.
V. CONCLUSIONS
Big data has invaluable information which if extracted
completely can make a big difference to business gains. In this
paper, various aspects of big data analytics along with the role
of unstructured data have been discussed. Various application
areas have been described. The analytical techniques and
approaches of unstructured data such as text, audio and video
have been reviewed. These techniques include information
extraction, summarization, question-answering and sentiment
analysis for text analytics, the transcript-based and phonetic-
based approach for audio analytics, automatic video indexing
and retrieval for video analytics and content based and
structure based approaches, community detection, social
influence analysis and link prediction for social media
analytics. It has also been emphasized that there is a need of
knowledge discovery from unstructured data along with
structured data in businesses to gain competitive edge over
others. This fact has been supported by giving various real-life
examples. Unstructured data has a wealth of information and
is in a very large fraction in comparison to structured data. In
predictive analytics, both structured and unstructured data
hold significance for extracting knowledge and making
predictions in business. Cost effective and efficient tools and
techniques are needed to analyze structured and unstructured
data in real time. With data increasing over time, opportunities
are arising in every field whether it is businesses, medicines,
research, weather forecasting, etc. Data is a natural resource
these days and if utilized effectively, the future will yield cost-
effective and critical insights to all mankind problems. We
intend to work in this area in future and come up with better
approaches to big data analytics using unstructured data.
ACKNOWLEDGMENT
Authors express their deep sense of gratitude to the
Founder President of Amity University, Dr. Ashok K.
Chauhan for his keen interest in promoting research in the
Amity University and have always been an inspiration for
achieving great heights.
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