Using AI for unstructured data

Written by Thiago Muniz.

Using unstructured data for sales and marketing is a commitment to real-time optimization. Use web searches, meeting recordings, podcasts, transcripts, and comments. All of this can be a source of insight and innovation.

Time to produce content is no longer challenging, so The better we understand how to generate insights in real time, the better we can optimize our actions and decision-making. While a small amount of data leads to a lot of analysis, the ability to unravel the chaos of unstructured data can be a huge opportunity to transform the potential of your work in marketing and sales.

For example, analyzing the interactions of an influencer with millions of followers, what their followers are saying, the pain they experience, the challenges they have to face on a daily basis is a way to conduct real-time research on behavior.

At the same time, you can produce content relevant to your brand by looking at videos on YouTube as tutorials and how-to tips. In the middle of everything How can we have a really ambitious focus when we look at this entire data source? Here are some practical tips:

mentality

If failure is a problem in the organization, using real-time insights and unstructured data will not create value. Continuous learning and adaptation is exactly the result of having constant insight to make product and service improvements. There is no way to innovate and create order in chaos without the fear of making mistakes.

Measure application

Having access to new types of insights means you have more information to support you in your decision-making.

Not every insight has to change your strategies, but it is also important to measure the effectiveness of the resources spent, tools, and discussion. understanding how much added value we have when working with unstructured data.

Spot trends

Customer reviews and feedback are valuable sources of information. There is still a lot of publicly available information on the internet that can be used to gain insight. Mapping problems, needs, and potential innovations based on changing trends can be a way to create innovation in your business.

Finally, it is important to avoid confirmation bias in an environment of chaos: Use AI and big data to create insights that strengthen pre-existing hypotheses Ignoring information or questions that might refute these ideas can be dangerous. Another point is ethics: The use of everything that is publicly available is unethical. Think about this.

Relying on algorithms to interpret data without human supervision can be dangerous. Gain value by leveraging the human ability to understand ironies, contexts, and even regionality.

This way, you’ll be able to improve your personalization, product innovation, relevant content creation, and have another source for original marketing and sales ideas.