In the course of digital transformation, the collection and evaluation of data is developing into an increasing significant success factor for companies. Big data solutions are already enabling enterprises to decipher interconnections at a rapid rate. This allows decision-makers to recognize the requirements of their own sales markets quickly, analyzing and predicting the exact behavior of their customers so as to optimize their buying experience. That said, a lot of companies are failing to exploit the potential of big data. The fact is that huge, freely-available data sources, which are distributed via social media, have so far gone unnoticed. That’s despite the fact that information in the form of comments and statements made by customers in forums or, for example, on Facebook and Twitter can provide genuine added value if is prepared in a structured way that is easy to work with.