Theresa Kushner - Cisco presenting Leveraging Customer Data for the Customer Instead of About the Customer at eMetrics Washington (http://emetrics.org/washingtondc/)
Vision of what it means to be customer centric:- Continuous dialogue with customers, systemize the data
Initial data architecture was extremely complex and interconnected. Needed to make it simpler, but not simple.
Simplification began with Data - aggregate repositories [ looks like data hubs]: Customer Intelligence Center < > Marketing Operational Datastore (MODS) <> Web Data (Omniture). Also have Unica analytics.
The process works from the outside in. 1. Identify Strategies, 2. Business Capabilities and 3. Operational Functionality. Needed for all Cisco initiatives.
How Cisco marketing was transformed by web. 1. Now marketing is moreReal, Relevant, Responsive.
2. "Segment of One" marketing enabled - offers customized programs, real-time offers over the web, allowing customers to engage on their own terms.
3. Implications for Cisco: marketing budgets have reduced every year; therefore, have to find new ways to engage (e.g. virtual customer on-demand self-serve technical conferences; holograms on stage). Broad policies created centrally, modified locally and assembled by customer. Creating new "pull" mechanisms needed to draw customers to the web.
To complete Goal Acquisition... Online has to connect to The Human Network at critical waypoints. Click to Chat and Click to Call, or email.
To be relevant, need more marketing competency to develop "journeys", so that engagement is appropriate. [i.e. develop 'personas' and 'scenarios'. UX and IA practitioners already have this competency. Just has to be tweaked a bit.]
eMetrics Key Findings 1: Two thirds of customers were new (successful reach).
Key findings 2 - Engagement: Highest engagement rates (3x avg) from 3rd party banners.
Key findings 3 - Lead gen: Half of the qualified leads come from specific onsite offers (onpage calls to action). One third come from Learn pages.
B2B sales have a unique AIDA - "two world" buying process: Start with Individuals in the A and I phases. End with Individuals within Companies in the D and A phases
AIDA = Awareness Interest Desire Action
Click to Chat: Which technology was being considered? Need to mine the conversations to estimate value and return.
What can you learn from Cisco?
1. Think of the customer's path first (journeys)
2. Capture data as consistently and centrally as possible; CAPTURE FOR WHAT YOU WANT TO MEASURE
3. Use analyics to gain insight; share insigh with your partners.
4. Ensure that your marketer use the analytical insights, the right way. Not where are they clicking. Need to ask what are they looking at; what are buying?
The eMetrics journey continues. It cannot be achieved overnight. Cisco took 22 months to get the data together/sorted out; 14 months so far creating/developing capability, and they are far from done.
Most importantly - the leaders need to get it, want it, support it for this to work. Kuschner absolutely agrees with Jeanne Harris, Competing on Analytics.
Q&A session Question: how did you engage the organization? - Using marketing/social media tactics internally - those who really "do analytics" are videotaped, showcased as role models.
