Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Amit Sinha Roy
VP- Marketing & Strategy
Tata Communications Ltd.
On managing unstructured data.
In terms of unstructured data relevant to marketing, one of the examples that I would like to talk about is how we actually crack about 600 of our top customers using a sophisticated tool that monitors and actively seeks the information out from publically available sources on daily real time basis. This then provides that information back to us using various templates and filters and technologies in a very sophisticated way that provides information which is of relevant use for us in the sense of how we engage with that customer. Taking that information we actually feed it into our analyst desk who would then be looking at that information and then mapping it onto our existing relationship with that customer, the specific product services that they have and the kind of relationship that they have with us. Then taking both that information and being able to create an opportunity which is known as ‘actionable insight’ that we could then provide to us business development and sales teams who could have conversation with the customer based upon the information that we have gathered as well as layered into the technologies and services that they are already using from us. So much so that there have been times when our customers have been really impressed with the level of information based upon the knowledge that we have built using these technologies and tools and methods and have been pleasantly surprised with the solutions which we have offered them proactively without sometimes without having to ask for that information from us. So typically that is how one of the areas where we have been taking big data in the sense unstructured information from the market putting a structure around it and then being able to make sense out of it from business context and being able to derive an actionable insight out of it.
“Taking that information we actually feed it into our analyst desk who would then be looking at that information and then mapping it onto our existing relationship with that customer, the specific product services that they have and the kind of relationship that they have with us.”
