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The big data puzzle: Making sense of unstructured data

Adam Howatson, Chief Marketing Officer at OpenText | May 12, 2016
By embracing unstructured data analytics, marketers can improve campaign messaging, targeting ROI and customer satisfaction using data that already exists in their company's internal and external systems.

As a marketer, this is insight is incredibly valuable to me. Digital has transformed the way I can interact with my current and prospective customers, opening up a new world of possibilities for strategic marketing. Deep customer insight can be achieved not simply by assessing the browsing or shopping history, but by layering on social comments, or support call data, to develop a much more rounded, 360-degree view of the customer. It is now possible to combine real-time knowledge of customer information (identity, history, preferences) with customer context (presence, local conditions, bio-feedback) with predictive analysis to deliver the highest value experience to a customer.

There is so much data out there for companies to tap into. But this data is worthless unless it is transformed into information. By embracing unstructured data analytics marketers can improve campaign messaging, targeting ROI and customer satisfaction using data that already exists in their company's internal and external systems. What's more, they can do it far faster than their competitors who have not yet truly embraced digital.  

Established organisations that make the most of the information will gain the necessary insights to stay ahead of the game in the digital-first world. Businesses need to embrace it now because if they don't, they might find they are left behind.

 

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