Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Girish Shah
Executive Vice President – Sales and Marketing
Godrej Properties
On managing unstructured data.
In our business data is critical, now unstructured data is largely where information may rest with you which you may not know much about. It could also be real-time data which is new to you coming from our customer touch-points, this data would need to be cleaned and put together. CRM systems such as our outbound Calling Centre provides us access to someone who is interested in real estate and then we call them, if they would like to know more then we record them in our database and finally send out more information about our work or projects. The information sent out could be in the form of e-mailers, outbound SMS’s or even launch details. We also have an existing customer base who we know everything about as we have interacted with them and they have subsequently shared data with us. Our database information is protected and we use it very specifically by working slowly and using such information to our advantage. Therefore, all the unstructured data that comes in is cleaned up over a point of time with tools such as our relationship management SFDC tool and raw data that comes to us through various initiatives.
“CRM systems such as our outbound Calling Centre provides us access to someone who is interested in real estate and then we call them, if they would like to know more then we record them in our database and finally send out more information about our work or projects.”
