"The use of text-mining algorithms was critical in this endeavor and helped secure a complete picture that would not have been available using traditional market research, " says Michael Cavaretta, Ford's technical leader for predictive analytics and data mining.

WSJ: How Big Data Is Changing the Whole Equation for Business

And the concept of a document (whether that be text, spreadsheet, presentation or a hybrid approach) is still one of the critical outputs of many businesses.

FORBES: Death of The Document