Data mashups using Delta

Data mashup refers to combining different datasets to provide a unified data view for analytics. A simple example of this is a BI dashboard combining a consumer's interaction with a brand. The browsing and purchase history are transactional structured data; log data is semi-structured data; the tweets, support cases around product inquiry or complaint; social media posts and comments including text and images are examples of unstructured data that can provide insights into the voice of the customer and user sentiment.

The important elements can be extracted, aggregated, predicted, and brought together with actual transactional data to predict the consumer's next move. The ability to use SQL to query complex aspects of unstructured data and join it with a primary key, such as the customer ID, is very powerful and empowers self-service capabilities. Marketing dollars spent on personalized advertisements and product recommendations can then be purposefully...