| | FEBRUARY 20238IN MY OPINIONBy Neelesh Kripalani, Chief Technology Officer, Clover InfotechA results driven technology leader Neelesh, holds 17+ years of extensive experience in the areas of Strategy Planning & Management, IT Services Delivery, Banking implementations, People Management and IT Operations.EMBRACE TOTAL BUSINESS INTELLIGENCE BY LEVERAGING UNSTRUCTURED DATAn today's world where organizations are moving towards complete digital transformation, data has taken the center stage in the journey, and has been one of the most vital components of consistent growth. Data is the King. Organizations that have more data about their customers have a better chance of conversion, engagement, and retention. More data points to analyze the customer means more trigger points for engagement. Customized offerings can only be `truly' customized if organizations know their customer in and out. Knowing the customer well can help organizations to stay ahead of their competitors.But where to find the data?& how to read it?This is the biggest dilemma that organizations face today. There is an ocean of data out there that is still not touched. Using means and tools to gather structured data and performing analytics on top to arrive at decisions is the easier part. Structured data is just the tip of the iceberg. The challenge is to delve into the unstructured data and gather intelligence to deliver personalized offerings and experiences to the customer. Organizations are spending a lot of time and marketing dollars in misjudged targeting or umbrella customer engagement with generic offerings and messaging that leads to a lower conversion rate. This can be easily optimized by understanding what the customer wants and deciding whether they are the right audience for the campaign.`Unstructured Data' is data that does not have a recognizable structure and can't fit into a structured sheet. Emails, webpages, social media profiles, open-ended surveys, voice commands are some of the examples of unstructured data. Trying to comprehend it is difficult but achievable with the right tools. Advancement in AI INeelesh Kripalani Chief Technology Officer
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