The Insighter's Club Podcast Translating Unstructured Data into Actionable Insights with Victoria Gnatoka, Customer Experience Product Manager at Expedia Group
Sep 26, 2024
Victoria Gnatoka, Customer Experience Product Manager at Expedia Group, reveals her expertise in transforming unstructured data into actionable insights. She highlights that by next year, a staggering 70-80% of data will be unstructured. Victoria shares strategies for leveraging an omni-channel approach, ensuring data integration for a holistic customer understanding. She stresses the importance of focusing on high-impact insights to combat data overload, and discusses the challenges and necessities in effectively processing this data to enhance customer experiences.
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Accessibility Project Anecdote
- Victoria Gnatoka worked on an accessibility project where traditional data revealed little about customer needs.
- Examining chatbot and agent transcripts revealed rich data on accessibility needs, like wheelchair assistance or service dogs, demonstrating the power of an omnichannel approach.
Unstructured Data's Untapped Potential
- Only 20% of insights come from structured data, while 80% emerge from unstructured data.
- Unstructured data, like social media posts and customer reviews, offers a wealth of potential insights that are often overlooked.
Leveraging Unstructured Data
- Dedicate resources and commit to unstructured data analysis.
- Identify specific business problems that unstructured data can address, like understanding customer desires through search bar queries.