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In my inaugural You can’t analyze data you don’t have here, I argued in favor of capturing analytic data in general, and text data in particular.  Mining transactional data is already good, but mining or otherwise exploiting non-transactional data can be a hugely valuable addition.  It’s very early, but to some extent this is already being done, most typically in the area of formal surveys.  A couple of examples may be found at the link above, which is from my specialty blog Text Technologies.
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