b'SECTION 02 DATA INTEGRATIONAdvanced analytics & AISo far weve looked at the kinds of 1 st The other area where machine learning and 3 rdparty data an Insight Communityis useful is handling unstructured data. can integrate. But there are also majorFrom customer feedback forms, through advances in ways that data canfocus groups to social media posts, a lot be analysed. of customer knowledge has always been in the form of unstructured text. Increasingly, Now, its important to say that while AIunstructured data also comes in the form has been getting smarter, a lot of claimsof images and video. Unstructured data you may have seen about Artificialcan be analysed at the qualitative level by Intelligence have been overstated.human analysts, but AI can bring structure to it and find the underlying statistical Machine learning is not some magicalpatterns that let you make sense of it.programme that spins data straw into insight gold. Any vendor who promisesBoth uses for AI have something in as much should be carefully questionedcommon: they work best when blended as to how their techniques work andwith human analysis, not as a replacement what they can deliver which others cant. for it. AI predictions need human sense-checkers and testers. Models derived There are two areas where AIfrom unstructured data also need has proven its worth: sense-checking and can be greatly enriched by qualitative insight. The best AI results Predictive analytics is the sciencecome from hybrid AI/human analysis.of analysing current and historical data to identify likely future outcomes.This theme, of technology and humanity Its the kind of modelling that anworking together, is crucial for our final integrated Insight Community cansection, where we look at how to create enable by combining transactional,business integration - meshing an Insight behavioural, attitudinal and sales data.Community or Insight Hub into the The number of variables involved meansrhythms, processes and structure of a you often need AI assistance to spot thebusiness. Its where the technology of relevant patterns. Insight Community software hits its limits, and human understanding and expertise plays the most critical role.15 | INSIGHT COMMUNITIES 2023 16 | INSIGHT COMMUNITIES 2023'