With the emergence of new channels and technologies such as social networking, mobile computing, and online advertising, the data generated no longer have a standard format or structure like the conventional ones and cannot be processed using relational models. They come in the form of text, XML, emails, images, weblogs, videos, and so on resulting in a surge of new data types. This formless data is either semi-structured or unstructured data and makes searching and analysis complex. This paper gave an overview of this unstructured data that makes the backbone of predictive analysis. It outlined the sources and element of unstructured data and how organization benefits from gathering, analyzing and using unstructured data. The result concluded that organizations no longer neglect unstructured data nowadays; rather they are devising means of analyzing it to extract information.