By Eugene Borisenko, Senior Account Executive – Chicago

Nick Marshall, a successful ad exec from Chicago, woke up one morning and realized he could hear what women were thinking.  He was exposed to the full array of inner workings of female brains, no matter if they were strangers, colleagues or family members.  In plain speak, Nick asuddenly became witness to a real-time stream of unstructured verbatim data from about half of the world’s population.

This scenario is a plot of What Women Want, a romantic comedy starring Mel Gibson, released in 2001.  To some extent, the situation is similar to where many companies found themselves during the advent of social media, witnessing an entire new dimension of data pertaining to their businesses without much of a plan of how to utilize the multitude of social conversations in the cyber space. (more…)