How Cisco Improved Marketing Productivity Using Big Data
Reena Tiwari, Cisco Systems
Voices 2015 - www.globaltechwomen.com
Session Length: 1 Hour
Big data is drastically changing many aspects of business, but marketing is among the most heavily impacted. Prospects and customers communicate through many channels and making sense of all of that data is forcing the invention and adoption of new tools and techniques. This will improve customer experience and ultimately increase sales. Our process to qualify a contact and predict that the contact is ready to buy is very complex and takes a long time. By the time someone understands the all activities of a contact, calls the contacts to verify and then convert, the contact may have moved on. We have successfully built statistical models to convert a contact into a lead, at a much faster pace and without human interference.
This session will cover
➢ How Cisco was able to leverage techniques like machine learning to understand different activities and behavior of contacts from different channels.
➢ Details on the machine learning models Cisco developed to create “no-touch” leads. Big Data statistical models create leads instead of humans.
Using these models, Cisco has been able to accelerate sales and marketing productivity due to higher conversion of leads.