Ali Bushell is the Head of Global Analytics for Forsta, a Press Ganey company. As a model designer and architect, she recognizes that text, image and speech data are vastly untapped big data resources that enormously impact the understanding of a market and its customers. Since it’s estimated that 90% of the world’s data is unstructured, it’s critical to fully integrate these insights into other analysis efforts to enable the most complete understanding while also avoiding an incomplete interpretation. She advocates that models must be truly actionable, accurate and future-proof. Previous to joining Forsta, she led Nielsen’s custom Text Analytics and Social Media Insights practice and before that, for the Harris Poll. As Principal Subject Matter Expert and Consultant, she designed methodologies marrying a wide range of information types, including unsolicited, solicited, structured/unstructured and behavioral/transactional. Joining the text analytics field as a pioneer in 2008, her career spans both the client and supplier sides with acumen in a wide range of industry verticals and horizontals. Ali earned an M.S. in Mathematics with Distinction from Clarkson University, and graduated magna cum laude from Potsdam College with B.A. degrees in both Mathematics and Psychology. Ali lectures on social media insights and text analytics at the University of Rochester Graduate School of Business and on an ad-hoc basis worldwide.