Utilities gather a large volume of unstructured data, historically more text and more recently mix of text, pictures, and videos. There is a lot of information in these data that are under-utilized most of the times. Data Science has advanced well enough to give utilities the tools needed to analyze their unstructured data. These tools range from advanced natural language processing to advanced image processing algorithms. I am suggesting a discussion among utilities to see how much of unstructured data is being generated and captured? and what type? what is their experience and level of maturity in leveraging those data? and what are some of the ways they are integrating this with other structured data analytics tools and reports? Any shared OPEX that can help peer utilities in their Analytics programs?