How do you integrate non-relational data with your traditional data warehouse? As enterprises incorporate more diverse data, many organizations are struggling to relate to JSON and other unstructured sources. How do you bring it all together for maximum impact? This session reviews a real case study featuring speech analytics to understand the voice of the customer. You will learn technical strategies for understanding your data environment, bridging the gap between JSON and relational data, and see how modern databases like Snowflake can support building schemas that work with relational models. We will also provide practical examples on how to build dashboards on these complex sources highlighting how sets and set actions can unlock hidden insights. PG13: Mature understanding of JSON and relational databases advised.