Through predictive algorithms, text analytics in Big Data can discover a wide range of happening things about a business. On the positive side, text analytics can be fed a lot of unstructured text. Customer experience management, brand monitoring, compliance and brand management can be done with the help of text analytics. This was of great use during the US election as it found out reasons behind interested voters.  Though on the negative side, text analytics tool get confused for words which has a dual meaning in the same culture or for different cultures. Hence, it should be made such that it can stand up successful for different sentiments too which many are trying to establish now. Read more about this article by Elliot Pannaman (International Events Director) at: https://channels.theinnovationenterprise.com/articles/maximizing-business-performance-with-text-analytics