With your CLV analysis well underway, you turn your attention to the other data available to Camp Plus. One key concept to understand is the difference between structured and unstructured data. Structured data is typically either numerical or categorical whereas unstructured data is often text-heavy and is not organized in a pre-defined manner.

Structured Unstructured Customer service requests: All customer e-mails for customer service are currently archived on Camp Plus's server. Page views: Cost Plus's website analytics data includes the number of page views per visit as well as the time spent on each page. Product review ratings: Shoppers who purchase products on Cost Plus's website are encouraged to rate the products on a five-star system for performance and value. Product review comments: Camp Plus has access to thousands of product review comments written on its website about the products it sells