Paul Writer launches New Age Marketing , 
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Video interview series of CXO’s highlighting best practices
Atul Chand
Chief Executive- Lifestyle Retailing Business
ITC Ltd.
On managing unstructured data.
Unstructured data in itself is very compelling- it’s got some great insights into it. Everybody what’s to look at structured data but I think unstructured data gives a certain kind of asset to the structured data that you have. For example, if there was to be a loyalty program and in that consists some unstructured data available in terms of likes, preferences and feedback from the customer. If you take all these communications whether they are mails, phone calls or customer care putting information together, then if you were to look at this structured data then it tells a different story. So unstructured data although it is difficult to deal with as it’s varied provides resourceful information. Here the trick would be to convert unstructured data into structured data and this becomes the backbone of all kinds of data analytics. So both kinds of data have a role to play and if used together then they make more sense.
“So unstructured data although it is difficult to deal with as it’s varied provides resourceful information.”
