The founder of Digital Reasoning, a CIA-backed analytics company, had a little chat today with more than 700 Big Data practitioners about the feelings behind data. Not about how the data makes people feel, but about how feelings helped generate the data. And what he said should catch the attention of anyone wondering what the future of big data analytics has in store.
“We haven’t done a lot about sentiment and analytics until recently, and the reason is the green, yellow, and red dots [positive, neutral, negative] don’t tell you why someone cares,” said Tim Estes, founder and CEO of Digital Reasoning, specializing in fraud detection and based in Franklin, Tennessee. “The facts of why they’re upset or like you are far more important because that adds to why you take action.”