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
by june_li at 10/20/2009 5:16:41 PM
Initial data architecture was extremely complex and interconnected. Needed to make it simpler, but not simple.
by june_li at 10/20/2009 5:17:34 PM
Simplification began with Data - aggregate repositories [ looks like data hubs]: Customer Intelligence Center < > Marketing Operational Datastore (MODS) <> Web Data (Omniture). Also have Unica analytics.
by june_li at 10/20/2009 5:18:50 PM
The process works from the outside in. 1. Identify Strategies, 2. Business Capabilities and 3. Operational Functionality. Needed for all Cisco initiatives.
by june_li at 10/20/2009 5:19:35 PM
How Cisco marketing was transformed by web. 1. Now marketing is moreReal, Relevant, Responsive.
by june_li at 10/20/2009 5:23:08 PM
2. "Segment of One" marketing enabled - offers customized programs, real-time offers over the web, allowing customers to engage on their own terms.
by june_li at 10/20/2009 5:23:48 PM
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.
by june_li at 10/20/2009 5:25:28 PM
To complete Goal Acquisition... Online has to connect to The Human Network at critical waypoints. Click to Chat and Click to Call, or email.
by june_li at 10/20/2009 5:27:30 PM
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.]
by june_li at 10/20/2009 5:28:02 PM
eMetrics Key Findings 1: Two thirds of customers were new (successful reach).
by june_li at 10/20/2009 5:34:43 PM
Key findings 2 - Engagement: Highest engagement rates (3x avg) from 3rd party banners.
by june_li at 10/20/2009 5:35:08 PM
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.
by june_li at 10/20/2009 5:35:44 PM
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
by june_li at 10/20/2009 5:37:02 PM
AIDA = Awareness Interest Desire Action
by june_li at 10/20/2009 5:37:14 PM
Click to Chat: Which technology was being considered? Need to mine the conversations to estimate value and return.
by june_li at 10/20/2009 5:39:35 PM
What can you learn from Cisco?
by june_li at 10/20/2009 5:39:42 PM
1. Think of the customer's path first (journeys)
by june_li at 10/20/2009 5:39:59 PM
2. Capture data as consistently and centrally as possible; CAPTURE FOR WHAT YOU WANT TO MEASURE
by june_li at 10/20/2009 5:40:23 PM
3. Use analyics to gain insight; share insigh with your partners.
by june_li at 10/20/2009 5:40:43 PM
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?
by june_li at 10/20/2009 5:41:36 PM
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.
by june_li at 10/20/2009 5:43:47 PM
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.
by june_li at 10/20/2009 5:48:13 PM
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.
by june_li at 10/20/2009 5:49:43 PM