Based on some estimates 80-95% of all data available to businesses are unstructured including text, image, video and audio data. Specifically, textual data and words are ubiquitous in almost every marketplace interaction from user generated content to company reports, to service interactions and marketing communications. These interactions create a wealth of textual data. This data source is on the one hand exciting and rich, but on the other hand, by it its unstructured nature, difficult to decode and derive insights from. How can business leaders best use such data? In this virtual session, Oded Netzer presents the opportunities and challenges in converting this wealth of textual data into insights.