Unstructured data is often called machine data, or the logs created by servers as they go about their business. Machine data create a treasure trove of useful information, but only if it can be read, aggregated and analyzed, which is exactly what Splunk's software does. Splunk's customers can detect fraud, analyze security threats and prove that their in compliance all by using Splunk software. Cramer said that big data is a $30 billion opportunity for Splunk, and the company is aggressively expanding its sales force to take a leading position. It reported a 50% rise in revenue last quarter with an incredible 90% gross margin, he added. It's no wonder shares are trading at 12 times sales, even though it is not yet profitable. Cramer said he's a believer in the Splunk story, but only for speculation given its extremely high valuation.