building digital contact profiles
DESCRIPTION
Presented by Anita Baker, Senior Manager, Database Marketing, Cisco In this Digital Age where data is prolific and traditional channels are no longer so, Cisco marketing is taking on a new mission well beyond communication, moving towards managing the experience across all channels. This new direction requires that a clear understanding and actionable profiles exists of key target groups across the company. The Cisco Database Marketing team has developed a state of the art analytic environment whose speed, flexibility, ease of use has enabled the team aggregate vast amounts of data in the building of rich contact level profiles.TRANSCRIPT
Cisco Building Digital Profiles
Anita Baker Global Database Marketing August 18, 2010
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Bosack and Lerner run network cables between two different buildings on the Stanford University campus
A technology has to be invented to deal with disparate local area protocols; the multi-protocol router is born
Computer scientists, Len Bosack and Sandy Lerner found Cisco Systems
1984
Fortune 500, 68K+ People $35+B Revenue
2010 Global leader in networking and networked IT serving SP, Enterprise, Commercial, and Small Businesses and Consumers
culture employees
…are our competitive advantage
service 1/6
engineering 1/3
sales 1/3
other 1/6
employees
68K+
countries
165+
offices
550+
Leader in Networking Technology That Improves our Everyday Experience
changing the way we work, and learn. SM live, play,
The Cisco Vision
Impact for Audience
Tech
no
log
y
Web Applications
Transaction Applications
Voice
Communication Tools
Video-on-Demand
Video Conferencing
As Technology Advances So Does Impact
TelePresence
Themes
Digital Lifestyle Prosumer Proliferation of Data Precision Targeting
2011
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2005
Use
2010 2000
Pace
Waves of Lifestyle Transitions
Online Gaming Meetings From Home Professional Services
Music Movies Books
Books Food
Clothes
2005
Use
2010 2000
Pace
In 2001, Apple’s revenue was about $6.5 billion. In 2009, that revenue was $42.3 billion. 550% in eight years
Today, 66 million active customers
Brands that Won Them Over
Afflu
ence
(A
bili
ty to p
ay)
Low
High
Tech Savvy (Hunger for Digital Lifestyle)
Consumer Products
Professional Services
Aspirers/ Entruepenarial
Spirit
Cisco’s Heart & Core
The Technicians
Price Sensitive
Survivors
Industrial Manufacturing
Followers
ICONs
Trend Setters
Stages of Digital Adoption
Innovators Early
Adopters Early
Majority
Late Majority Laggards
Prosumer?
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Contact Data
Demographic Name
Address Job Title (map to Job
Class) Contact Method
Preferences Opt-in/Opt-Out Flags
Contactability
Opt-in, Address
Behavior Contact History
Web
Intentions Survey resuts etc
Models
Responder, Value etc.
Company Data Firmagraphics
Company Name & Site Address
No. Employees Industry Type
Area of Interest (Arch/Tech)
#Sites & HO/Site structure
Program Mapping Target company
Bookings Products purchased
When bought $ Value, etc
Models
P2B Share of wallet
Value etc
Market Data Geographic
Potential TAM
Country Readiness Tech adoption curve etc.
Competitive Landscape
Prosumer Contact Profile
1995
1997
1998
1999(cont)
1999
1993
2000(cont)
2007
1996
1999
1994
2000
2001
2002
2003
2004
2005
2005(cont)
2006
2008
Cisco Acquisition Summary
2009
>100 Companies
Quick Counts Solution
Global Prospect Pool
Cisco Contacts
Bookings
Contact History
Q&A Intentions
FDEV
Matching Process
Other Cisco Contact Data e.g.
Customer Advocacy
Cisco Group Brand’s Contacts
e.g. Webex, Linksys, Tandberg
Alterian
3rd Party Data e.g. D&B, Jigsaw,
Harte-Hanks, etc
Offer Partners Access to Prospects
Buy “Net-New” Highly Targeted Contact Data
Database Marketing
Planning and Insight Service
Master View of Total Marketing Universe
Propensity Models
Cisco Firewall
Managed S
erv
ice
Portal
D&B Companies
Country : UK
Country Ranking : 4/192
Company : Money4U&U
Vertical : Financial Services # Employees : 143
Present Value Decile : 4 Potential Value Decile : 8
P2B : High
Name : John Smith Job Role : IT Director
Active Contact : Yes Marketing Opt-In : Yes Mailing Address : Yes Email Address : Yes Direct Dial Tel : Yes
Mail Responder Decile : 1 Email Responder Decile : 9
Telephone Responder Decile : 4 Visited Event : Yes
Preferred Contact Method : Unknown Months Since Last Contact : 3
Creative Message : Tech Decision Maker
Offer Banding : Medium
Move from lots of data but no knowledge of
contact
Full Contact Profile
Core Cisco Loyalists,
Tech Heads who go online for
everything
Well-off Trend
Setters, Captains
of Industry
Financial Elite
Early Tech
Adopters
Struggling to
balance the
books, Budgeting
is their key
requirement
Price Sensitive
Lower-to-middle income, require broad range of
Services, but will never have large sums or assets
Urban Enterprise Well-positioned
and motivated to become more affluent in the future. Main objective is
wealth accumulation Internet Savvy
Survivors Followers ICONs Aspirers The
Technicians
• Needs • Behaviour
• Value
• Attitudes • Satisfaction
• Potential
Adding Data Expertise from the Consumer World to our own Data …this will enable us to develop propositions to individuals with similar characteristics and
tailor communications which appeal to their lifestyle for work, family, social, personal
Build Actionable (Quantifiable) Segmentation
Results
Cisco internal contact data integrated within Alterian
• Reduced query time from hours/days to seconds/minutes
• Cisco Contact Profile reports already developed for top 30 countries
By year end addition of to 3rd party list vendors contacts will give Cisco a unique global view of the Master Contact Universe
• A service to offer our Cisco Partners
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e w o l c m e t o t h e h u m a n n e t w o r k.
Click Here to See all the Presentations
From Alterian’s Engaging Times Summit
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culture employees
…are our competitive advantage
service 1/6
engineering 1/3
sales 1/3
other 1/6
employees
68K+
countries
165+
offices
550+
Click Here to See all the Presentations
From Alterian’s Engaging Times Summit