Cisco's path to identity management started before it was trendy several years ago when it deployed its own unique identifier and started leveraging it for advertising. Since then, the company has learned that amassing first party data is not itself a strategy. A strategy involves building content, tagging and naming conventions that render the data you need and help penetrate corporate silos. It is in how you leverage that data with partners and even gather more from supposedly "walled gardens." It is in tracking how potential customers interact with you, but more importantly knowing how, when and where your brand is impacting them. A real first-party data strategy plays a long game.

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2. Lori Dekker
Global Programmatic Media Lead @ Cisco
Beyond First Party Data
Cisco’s Long Game

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First party data is your
most valuable data.
Cisco has always known that the best way to
meet our customer, is to first understand
how they buy our products.

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This is not…
A B2B story
A magic bullet
that solves every problem
An unreachable and
unattainable exercise

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This is about re-thinking the
role of identity.
And building identity into the
fabric of your marketing

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Cisco’s
approach

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Company
Objectives
Media Goals
& KPIs
DSP Platform
capabilities
Reporting
$
Plan for the insights and reporting you want
to generate.
Where to start? With the end.

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Drive engagement &
lead activity
Reach
to
site engagement
Engagement
to
lead
% of current budget
allocated to brand
impressions
Entire media
budget
Must reach all core
product buyers
Employees
Partners
Position clarity, value
& competitive strength
Display Video
+
Campaign brief
Understand the path to
purchase. Cisco’s website
engagement is constant in all
buying decisions.
Connect paid media activity
to account based reporting to
understand real value.
© 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• Educating the company on the
value and privacy compliance of
tagging
• Engagement activity did not
match media platform
capabilities
• Long purchase cycles with
multiple cohorts
Challenges
Cisco’s In-House
Media Team Remit

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Cisco’s In-House
Media Team Remit
Establish naming convention
and connect site conversion
IDs down to the creative level
Work with data engineers to
educate create tables and
join data sets.
• Established a baseline of media
activity globally in over 70
countries
• Negotiate full measurement and
transparency to the creative level
• Cisco anonymous identifier was
passed into the log level data
© 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Mission critical

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© 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Result?
• Connected internal and
external datasets
• Foundational understanding of
digital marketing impact
• Partners
• The world

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Building
Signals

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Audience can be be inferred by the
websites people visit, the content they
consume and online search activity.
By building audience signals that consider the
behavior and context of desired buyers, we can
model and start predicting external behaviors
through our programmatic platforms.
Is your mother
reading about
hybrid clouds?

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Your tag management platform is your
friend for building custom signals for
your media and mar-tech conversions
Ignoring Tech
Limitations
Cisco uses custom scripts to conditionally fire
media tags, overcoming customization
limitations by technology stack.

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You cannot ‘know’ an individual without
their explicit consent or login. Either
build value and incentivize logins, or be
comfortable with indicators.
By building audience signals that consider the
behavior and context of desired buyers, we can
model and start predicting external behaviors
through our programmatic platforms.
Embrace
directional identity

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Launch
_
`
Unique
Identifiers

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Bridging identity
barriers
First party identifier
Passed to tech partners
As a customer of technology
platforms, internal identifiers
are non-competitive
Naming conventions
Creation and governance
Design naming conventions to
be across digital marketing
siloes. Every creative,
campaign, site engagement,
customer database
Media activation
Tagging owned properties
Help your organization
understand the connection to
first party exposure and
experience.
Transparency
Develop partnerships
Negotiate for full
transparency and
understand how media
partners persist identity

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1 Efficiency / CPA
Reach and Scale
AudienceTargeting
2
3
Shifting Conversions Goals from CPA to
Business Opportunity
Separating In-platform Conversions from
Organizational Reporting
Separating Media Persona from Marketing
Persona Development
Overcoming limitations of
tech for B2B
4
5
6
8
7
How the Industry Uses
Programmatic
Unifying tech stack through custom
identity matching
This is how Cisco Amplifies Programmatic Technology
Identity in
Programmatic

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Reporting anonymous to
known

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Key Takeaways

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Create your own
signals to
recognize and
calibrate
customer
response
Choose
transparent media
partners
to continue to
understand how
to evolve
Learn about
modeled data
calibrating to a
dataset you fully
trust
Get your house in
order building in-
house expertise
and enforcing
naming
conventions
Tying it all
together

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Questions