
Structured Data vs. Unstructured Data: Key Differences
Structured data is standardised and quantitative, while unstructured data is diverse and qualitative. Learn how both types are stored and analysed for insights.
Structured data is standardised and quantitative, while unstructured data is diverse and qualitative. Learn how both types are stored and analysed for insights.
Our digital interactions across many channels are constantly creating data, both structured and unstructured. As a result, you need to understand both data forms. Each plays a unique role in your business, with advantages and challenges depending on how it’s used.
Structured data is like a neatly organised filing cabinet—easy to search and analyse. Unstructured data, on the other hand, is more like a box of unsorted files—packed with value but isn’t easily searchable and is harder to organise. Let’s take a closer look at how these distinct data structures can help you to serve customers better, drive sales and personalise experiences.
Structured data is organised in a predefined format, making it easy to store, search and analyse. It can fit neatly into rows and columns and can be stored in relational databases or spreadsheets. Think of customer records with names, email addresses, dates, inventory levels, customer purchase histories or sales figures — all fitting into specific fields with consistent formats. Here are the basic characteristics of structured data.
You’ll find this kind of data everywhere in the business world, especially when you work with tools that require standardisation. For example, CRM systems store customer contact details and transaction histories in clearly defined fields. Structured data is useful in scenarios requiring precision, such as tracking KPIs or generating sales forecasts. However, its rigid structure means it’s not always well-suited for capturing the complexity of diverse interactions.
Unstructured data doesn’t fit into a predefined format or structure. Unlike structured data, it can’t be easily organised into rows and columns, making it more challenging to store and analyse. However, analysing this type of data can reveal insights that drive innovation, better customer experiences and business growth.
Below are some traits of unstructured data.
Unstructured data captures the context that numbers alone can’t provide. Social media posts and other digital content, for instance, offer a window into how customers feel, helping you to understand how your brand is perceived. Customer support transcripts can uncover patterns in recurring issues so that you can address root causes and improve service quality. While structured data might log the customer’s purchase history or support tickets, it won’t provide the emotional context or nuance found in their own words.
Semi-structured data bridges the gap between the rigid organisation of structured data and the freeform nature of unstructured data. It contains elements of both, offering more flexibility than structured data while maintaining enough structure to simplify storage and analysis. You will find some aspects that set semi-structured data apart from the other two below.
Semi-structured data combines flexibility with structure, making it ideal for handling complex information. JSON files, for example, organise data into key-value pairs, allowing systems to exchange information seamlessly. IoT sensor logs often generate semi-structured data, with time-stamped readings that can be used to monitor and optimise performance.
For instance, consider a customer service chatbot. Semi-structured data might capture conversation transcripts, where the structure includes time stamps, message senders and keywords, but the actual content of the conversation varies.
While both types are valuable, structured data and unstructured data serve different purposes and require distinct methods for storage, analysis and application.
Structured data supports precise tasks such as revenue tracking and customer retention. Unstructured data, on the other hand, often captures the deeper "why" behind customer actions.
Structured data is typically stored in data warehouses, databases or spreadsheets. With no fixed format, unstructured data is better suited for data lakes or data lakehouses which can store diverse file types such as videos, audio files and images. This flexibility makes data lakehouses perfect for handling raw, complex datasets that businesses can explore later with tools such as AI.
Semi-structured data is the middle ground between structured and unstructured data — it doesn’t have a predefined schema like structured data, but it can be stored and searched more easily than unstructured data. Semi-structured uses metadata, such as tags or semantic markers, to create a hierarchy and to separate distinct elements within datasets. For example, the raw data from an audio recording is unstructured but the audio transcript with a tagged headline, snippets or alt-text is semi-structured.
Structured data relies on predefined schemas—think of it as fitting data into a mould where every field has a specific purpose (e.g., a column for "Order Date").
Unstructured data comes in a variety of formats, from PDFs to social media posts, to capture richer, more nuanced information that doesn’t conform to a rigid structure.
It’s relatively easy to analyse structured data with traditional tools such as SQL queries. Its consistency makes it ideal for automated reporting and forecasting.
Unstructured data needs advanced technologies such as natural language processing (NLP), machine learning and advanced analytics (predictive, prescriptive, descriptive and diagnostic), and computer vision to analyse text, images or speech. These methods can provide the insights that structured data can’t provide, such as sentiment analysis.
Let’s explore how each type serves specific business needs and the considerations for working with them.
Structured data provides clarity and precision, making it ideal for:
Unstructured data can reveal the "why" behind customer actions, providing context that structured data can’t.
Semi-structured data provides the flexibility to capture complex, variable information—though you may still need specialised tools or data platforms to fully harness its potential.
As you increasingly rely on unstructured data for deeper insights, emerging trends in artificial intelligence (AI) and machine learning (ML) are taking centre stage.
AI models are only as good as the data they work with. For AI and agentic AI to produce contextual results and up to date results, specific to your industry and customers, they need to tap into the unstructured data generated from e.g., conversations, videos, customer interactions, social media and medical imaging. Unstructured data can help AI tap into customer sentiment, for example, by analysing what they’ve posted on social media about your brand or by analysing meeting notes.
For instance, let’s take a customer talking to her bank regarding a loan. The conversation generates unstructured data, which can feed an AI agent who summarises the meeting, assesses the customer’s creditworthiness and takes action to schedule a follow-up meeting.
ML is a subset of AI. ML models can analyse visual content, such as product images or promotional videos, to identify, for example, which visual elements drive engagement with customers and help you to adapt your campaigns accordingly. You can also use ML for anomaly detection-meaning to identify outliers in large datasets-much faster than human analysis, keeping your data compliant with your data governance parameters.
Salesforce Data Cloud helps you to use the full potential of your structured, unstructured and semi-structured data on a single platform. You can rely on seamless Zero-Copy integrations with platforms like Snowflake, Databricks, AWS and Google Big Query, so that your data is always up to date and in sync with external sources, giving you a unified customer profile. With the help of agentic AI, you can deliver better customer service, identify new sales opportunities, deliver tailored customer experiences and automate intelligent marketing campaigns.
Maintaining data quality is challenging when working with different formats. You need data governance strategies to ensure structured data stays accurate and unstructured data is processed effectively. This often involves using AI and machine learning to detect inconsistencies, remove duplicates and organise data in a way that’s easy to access and use.
Semi-structured data combines the predictability of structured data with the flexibility of unstructured data. For instance, IoT sensor logs include time stamps (structured) alongside error messages (unstructured). By analysing this kind of data, you can predict equipment failures, optimise performance and reduce downtime — saving both time and money.
Some mistakes to avoid include:
By balancing structured, unstructured and semi-structured data, you’ll get a more complete view of your organisation and have faster, data-driven decision-making.
Activate Data Cloud for your team today.