Reena Tiwari
Sr. IT Manager
@retiwari
retiwari@cisco.com
March, 2015
How Cisco Improved Marketing
Productivity Using Big D...
Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cisco protects and secures individual’s ...
Cisco Confidential 3© 2013-2014 Cisco and/or its affiliates. All rights reserved.
BUSINESS TECHNOLOGY
Problem Statement
TH...
Cisco Confidential 4© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Idea!!!
 Reduce Complexity
 Improve Op...
Cisco Confidential 5© 2013-2014 Cisco and/or its affiliates. All rights reserved.
• Live in Nov 2013 • Award @ Innovation ...
Cisco Confidential 6© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Horizon 1
Pilots,
Infrastructure
Horizon...
Cisco Confidential 7©2014 Cisco and/or its affiliates. All rights reserved.
Behavior Scoring
Automated Qualified Leads
Tra...
Cisco Confidential 8© 2013-2014 Cisco and/or its affiliates. All rights reserved.
What is Behavior Scoring?
level of inter...
Cisco Confidential 9© 2013-2014 Cisco and/or its affiliates. All rights reserved.
How ?
 By understanding every click on ...
Cisco Confidential 10©2014 Cisco and/or its affiliates. All rights reserved.
Behavior Scoring
Automated Qualified Leads
Tr...
Cisco Confidential 11© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Automated Qualified Leads (AQL)
• “No-T...
Cisco Confidential 12© 2013-2014 Cisco and/or its affiliates. All rights reserved.
BIG DATA PLATFORM
(AQL Engine)Source Da...
Cisco Confidential 13© 2013-2014 Cisco and/or its affiliates. All rights reserved.
AQL Engine
 AQL Data Preparation:
• Co...
Cisco Confidential 14©2014 Cisco and/or its affiliates. All rights reserved.
Behavior Scoring
Automated Qualified Leads
Tr...
Cisco Confidential 15© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Tracking Conversion
 Track the activit...
Thank you.
Reena Tiwari
@retiwari
retiwari@cisco.com
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Cisco improved marketing productivity using big dataHow Cisco Improved Marketing Productivity Using Big Data - Voices 2015

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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.

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  • Which Whitepaper contributes most to MQL
    Need rich profiles to improve targeting / personalization
    Which visitors are more likely to purchase
    What pages and content are driving engagement and contributing to MQLs & revenue?
    How does digital engagement translate to lead quality?
    There was no one place or technology to manage different types of data
  • (contrary to standard IT process)
  • The beauty of data is it allows and empowers marketing with the ability to dial up or dial down different engines based on how our customers are interacting, behaving, reacting to content, experiencing our digital journeys, etc..
  • Cisco improved marketing productivity using big dataHow Cisco Improved Marketing Productivity Using Big Data - Voices 2015

    1. 1. Reena Tiwari Sr. IT Manager @retiwari retiwari@cisco.com March, 2015 How Cisco Improved Marketing Productivity Using Big Data
    2. 2. Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco protects and secures individual’s identity. Cisco does not share this information with anyone and uses the information to provide better customer experience to our customers. Disclaimer
    3. 3. Cisco Confidential 3© 2013-2014 Cisco and/or its affiliates. All rights reserved. BUSINESS TECHNOLOGY Problem Statement THE BUYING PROCESS HAS CHANGED… BUT HAS MARKETING ADAPTED? 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101 Access MySql Oracle
    4. 4. Cisco Confidential 4© 2013-2014 Cisco and/or its affiliates. All rights reserved. Idea!!!  Reduce Complexity  Improve Operational Efficiency  Drive Productivity  Start with Technology  Define the Art of Possible
    5. 5. Cisco Confidential 5© 2013-2014 Cisco and/or its affiliates. All rights reserved. • Live in Nov 2013 • Award @ Innovation Summit in Apr 2014 • Data Science Program Opportunities • Prospect / Customer (Individual) Journey • New Incremental Business • Digital Analytics • Revenue Generation • Marketing Activities to Sales Marketing Big Data Platform Integration and Governance Data Storage Any type of data Call Center Contact Data Machine Learning / Models • Auto Qualified Leads • Engagement Scores • Buying Patterns • Marketing Contributed Revenue Forecasting• Social Behavior Batch Processing / SQL Exploration / Interactive Analytics Functional Apps 3d Party Apps System ManagementDataManagement Understanding Customers in a New Marketing World (Led by Data)
    6. 6. Cisco Confidential 6© 2013-2014 Cisco and/or its affiliates. All rights reserved. Horizon 1 Pilots, Infrastructure Horizon 2 Transform Horizon 3 Enhance  Identify & Move Business Capabilities to new Platform  Business Architecture • Governance  Develop skills (IT + Biz) internally • Change Management • Training & Adoption • New Business Capabilities • Enhance Platform based on feedback • Enhance skills (IT + Biz)  Technology Architecture  Develop yearly roadmap  1-2 Pilots  Create Data Foundation platform  Get familiar with Data technology
    7. 7. Cisco Confidential 7©2014 Cisco and/or its affiliates. All rights reserved. Behavior Scoring Automated Qualified Leads Tracking Conversion
    8. 8. Cisco Confidential 8© 2013-2014 Cisco and/or its affiliates. All rights reserved. What is Behavior Scoring? level of interest in what products, services likelihood to purchase, when they will purchase, and how much they will purchase relative to past purchase history Virtual Profile… who your customer and prospects are. (Partners, customers, segment, geography, industry, etc.) 1 2 3 A methodology for discovering a company or individual's……
    9. 9. Cisco Confidential 9© 2013-2014 Cisco and/or its affiliates. All rights reserved. How ?  By understanding every click on the website  Converting a person’s activity into profiles, targeting:  Interests (Topic Interest Scores) • Is a visitor interested in a particular Topic Level of Buying Intent (Engagement Scores) • Does the visitor exhibit behaviors that suggests they are in “buy mode?”
    10. 10. Cisco Confidential 10©2014 Cisco and/or its affiliates. All rights reserved. Behavior Scoring Automated Qualified Leads Tracking Conversion
    11. 11. Cisco Confidential 11© 2013-2014 Cisco and/or its affiliates. All rights reserved. Automated Qualified Leads (AQL) • “No-Touch” leads. Big Data statistical models create leads instead of humans. • An Auto Qualified Lead is a prospect determined through advanced predictive analytics to be someone in a buying cycle for Cisco technology.
    12. 12. Cisco Confidential 12© 2013-2014 Cisco and/or its affiliates. All rights reserved. BIG DATA PLATFORM (AQL Engine)Source Data (Web traffic, Marketing, sales, etc) AQL – HIGH LEVEL AQL Output Preparatio n Response Management AQL Feedback AQL Data Preparation AQL Model AQL feedback AQL listRaw data feed
    13. 13. Cisco Confidential 13© 2013-2014 Cisco and/or its affiliates. All rights reserved. AQL Engine  AQL Data Preparation: • Collect data from different source • Incomplete data is completed using missForest algorithm  AQL Model: • Use Propensity to Buy scores and Behavior scores to identify contacts • Use Gradient Boosting Machine (GBM) model to predict and flag a contact as “Likely to Buy”  AQL Output Preparation: • Format the data of “Likely to Buy” contact in a manner that can be absorbed by CRM Platform Ref: GBM Model Ref: missForest Model
    14. 14. Cisco Confidential 14©2014 Cisco and/or its affiliates. All rights reserved. Behavior Scoring Automated Qualified Leads Tracking Conversion
    15. 15. Cisco Confidential 15© 2013-2014 Cisco and/or its affiliates. All rights reserved. Tracking Conversion  Track the activities of a “contact”  Map the activities to a Buyers Journey  Provide visibility to how many “contacts” are not moving ahead in the Journey  Investigation on drop outs drives changes in Marketing
    16. 16. Thank you. Reena Tiwari @retiwari retiwari@cisco.com

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