Know Your Customers: Combining Structured And Unstructured Data For Deeper Insights

Organizations are increasingly combining structured and unstructured data to gain deeper customer insights. Structured data explains what happened, while unstructured data reveals why, capturing emotions, motivations, and context from sources like text, images, and video. Together, they provide a fuller view of customer behavior, enabling better personalization and decision-making. However, integration requires significant effort in cleaning, labeling, and managing unstructured data, as well as addressing channel bias and aligning strategies with business goals. Success depends on a clear data and AI strategy, thoughtful tech choices, and incremental developments.