Social judgements like comments, reviews, discussions, or ratings have become a ubiquitous component of most Web applications, especially in the e-commerce domain. Now, a central challenge is using these judgements to improve the user experience by offering new query paradigms or better data analytics. Recommender systems have already demonstrated how ratings can be effectively used towards that end, allowing users to semantically explore even large item databases. In this paper, we will discuss how to use unstructured reviews to build a structured semantic representation of database items, enabling the implementation of semantic queries and further machine-learning analytics. Thus, we address one of the central challenge of Big Data: making sense of huge collections of unstructured user feedback.