Until the last 5 years or so, it was infeasible to uncover topics and emotions across the web without powerful computing resources. Engineers didn't have efficient methods to make sense of words and documents at a large scale. Now, with deep learning, we can convert unstructured text to computable formats, effectively incorporating semantic knowledge for training machine learning models. Harnessing the vast data troves of the digital world can help us understand people more directly, going beyond the limitations of collecting data points through measurements and survey results. Here's a glimpse into how we achieve this at MarianaIQ.