Here are five things to know about processing unstructured data: Unstructured data is big. Really big. According to an MIT Sloan School of Management study, 80-90 percent of data is unstructured information such as photos, text, audio, emails, and social media posts. This should come as no surprise to e-commerce retailers who collect and store unstructured data from invoices, online product reviews, sales presentations, and chatbot conversations with customers.