Reena Tiwari
Sr. IT Manager
@retiwari
March, 2015
How Cisco Improved Marketing Productivity Using Big Data
Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Disclaimer
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?
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Access
MySql
Oracle
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
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 StorageAny type of data
Call CenterContact
Data
Machine Learning / Models• Auto Qualified Leads• Engagement Scores
• Buying Patterns• Marketing Contributed Revenue Forecasting• Social Behavior
Batch
Processing / SQLExploration /
Interactive AnalyticsFunctional
Apps
3d Party
Apps
Syste
m
Ma
na
ge
me
nt
Da
taM
an
ag
em
en
tUnderstanding Customers in a New Marketing World
(Led by Data)
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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
Cisco Confidential 7©2014 Cisco and/or its affiliates. All rights reserved.
Behavior Scoring Automated Qualified LeadsTracking Conversion
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……
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?”
Cisco Confidential 10©2014 Cisco and/or its affiliates. All rights reserved.
Behavior Scoring Automated Qualified LeadsTracking Conversion
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.
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
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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
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Behavior Scoring Automated Qualified LeadsTracking Conversion
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