Big data analysis is great if your information is in formats that are easy for computers to read, such as spreadsheets with numbers, or responses on a scale from one to five. But a lot of information isn't organized like that. Instead, it's in presentations, memos, reports, comments or just plain e-mail. Analysis of that kind of information -- often called "unstructured" or "dark" data -- is really tough to do by computer
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A good quick read on new technology for unstructured data analysis, including case study about following ARRA money