Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Mohit Ganju
SVP & Head- Marketing & Communications
IndusInd Bank
On managing unstructured data.
We are a bank so I keep debating whether telecom generates more unstructured data or bank generates more unstructured transactional data. We do run programs and we run programs with certain objectives. For example, I run a program – making my customers use my ATM’s more because there are more of offers on my particular ATM then onus. There is transactional data that I am getting for the example I am giving you. Similarly there are programs that we run largely on the transactional data which is fairly sort of unstructured but with clear objectives of whether I want to try that particular behavior or try a particular service usage or drive a particular upsell, cross sell all of that but lot of that is happening today in a very programmed manner, the numbers may not be too large as we speak but we are seeing good traction on when you run these programs because these are almost like a innovation lab. So you run these programs whether it is on ATM platform, whether you are taking him to particular product but lot of this is actually happening as we speak.
“Similarly there are programs that we run largely on the transactional data which is fairly sort of unstructured but with clear objectives of whether I want to try that particular behavior or try a particular service usage or drive a particular upsell, cross sell all of that but lot of that is happening today in a very programmed manner, the numbers may not be too large as we speak but we are seeing good traction on when you run these programs because these are almost like a innovation lab.”
