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Your Data is Everywhere: Grow its Value with CiscoDemetris PapaiacovouChief Data Scientist, Marketing and Sales StrategyCisco Systems

The data world is moving faster than ever, and we're building and connecting pathways right along with it. Join us in the journey to discover critical customer insight, data analytics and alerts for marketing and sales teams to form smarter and faster connections with our customers.

Cisco Unified Computing System (UCS) delivers reliable scalability of hardware and management to increase business agility, operational efficiency, and help you rapidly respond to changing business requirements.

SAS Analytics on Cisco UCS helps you gain analytical insights and reveal opportunities in real time with performance accelerated by the highly scalable and reliable UCS infrastructure.

CIA Platform

With the help of SAS on our Cisco UCS, we are able to seamlessly access and intergrade data from more than twenty different data sources that include SAS, Hadoop, Teradata, Oracle, MS Office etc. Extracting, Exploring, Analyzing and Visualizing intelligence out of all these data allows us to better understand and connect to our customers.

Customer Insight and Analytics Levels of Service

Provide Insight and Make Actionable

Report or Create Dashboards

Extract Intelligence

Enhance the data

Quality Check the data

Transform the data

Connect the dataBig

Da

ta to

Co

nsum

able

The CIA Platform is designed to house different Marketing analysis and action tools to empower marketers to answer questions they have around their Accounts, their Contacts and their behavior.

We want to:

• enable business decision making and

• build alerts and triggers to convert insight to action.

Customer Insights and Analytics Platform

move fast be flexible personalize & scale Alerts triggered by thresholds will make insight actionable and scalable

Contact Health and Digital Overview

Designed to explore the customer journey by providing

sales level, digital communication channel, technology

interest and social engagement data.

Customer Behavior Dashboard Updates

Currently provides a view of contact

behavior rolled up to an Account.

Displays Digital Asset Behavior, Live

Event Behavior and CDC Behavior

Scores as simple counts.

Enhanced Customer Behavior Dashboard with • the types of pages CDC visitors are

viewing, at a Contact/Account level (in progress)

• summarized Offer data (future)

Will answer questions like:

1. How does digital intersect with non-digital?

2. What types of web pages are my Contacts and Accounts visiting? (type, industry, Country/cohort, technology)

3. What Customers are actively researching Cisco.com and showing purchase level engagement?

Web Activity DetailWeb Activity = Page Views on Cisco.com• Categorization of web pages to allow meaningful exploration of

account/contact web activity• Arch, Technology, Technology Detail, Industry, Content Offer

Type, Country Sites• 3 months of activity, updated monthly• Represents 10% of all web activity on Cisco.com – known contacts;

90% of web activity is from unknown contacts/accounts• Reverse IP data (Discovered) – identifies webactivity by unique cookie

(anonymous), at the account level – should increase known activity to 35%

• Mapping of unknown webactivity – web categorization for analysis of overall web activity.

• Referrer Page & Exit Page (Where did browsers come from, where did they go when leaving Cisco.com?

Answers questions like:1. What Customers are actively researching Cisco.com and show ing purchase level engagement?

2. What types of w eb pages are my Contacts and Accounts visiting? (type, industry, Country/cohort, technology)

3. What is the w eb activity on Cisco.com/country sites

4. Who is actively researching and show ing purchase level engagement? – w eb activity merged into customer behavior dashboard

5. Who is dow nloading patches and w ho is not?

6. What content are contacts responding to?

7. What is the w eb activity for industry/verticals?

Contact InsightEmpowers Marketing Managers to: • view changes in basic contact coverage by

account

• evaluate contact recency

• find out how many accounts and contacts will soon

fall out of recency

• view IT job function heatmap data to determine

coverage for contacts by architecture

• Integrates the Cisco.com visitor data (unique

visitors and views for the last 30 days) at a

Contact/Account level.

Contact Insight Detail View has been merged into

Contact Insight, by adding Summary Web Data.

Answers questions like:1. How many of my theater’s contacts will become inactive in the next 30, 60 or 90 days?

2. Which of my theater’s Accounts will have no marketable IT and Non-IT contacts in the next month?3. Can I visualize the change in contact coverage in my theater’s accounts over the last 6 months?

4. What does web activity look like for my Accounts at an aggregate level?

Contact Gap AnalysisIdentify contact health across accounts and

sub-groups, analyze contacts by contact type

(LOB, IT, etc.) and find out when your contacts

will soon be going inactive so you can get

ahead and take action.

Whitespace AnalysisIdentify high and low value accounts, View

assignments of Whitespace, Booked

Customer or Open Opportunity, and see

correlations between account assignments

and a wealth of contact metrics.

Making Insight Actionable

Alert Functionality – Hot off the press!

ALERT

Predictive Model: Path to Purchase

Path to Purchase: an AFM Model for web behavior

and opportunity creation.

Correlate Contact behavior and Account buying

behavior at the Account level to develop:

• A buying cycle categorization (3-5 levels) and

• A buying signal flag to create alerts

Cisco.com Web

behavior

Marketing Engagement

Email Activity

Lead Activity

Opportunity Created

Opportunity Booked

Conta

ct

Behavi

or

Account B

uyin

g B

ehavio

r

C o p y r ig ht © 201 3, SAS In st i tute In c. A l l r ig hts r ese rve d.

SAS & CISCO: A Meaningful Alliance

Customer-focused outcomes

Rigorous joint performance benchmarking of SAS on UCS for solutions such as Visual Analytics, Visual Statistics, Hadoop Scoring Accelerator, Text Mining, and more.

Cisco, SAS, & Intel established a cloud-based Proof-of-Concept environment for organizations seeking to validate how in-memory analytics & Hadoop foster better business outcomes

Drinking our own Champagne

Cisco leverages SAS extensively for visualization, in-memory analytics, data integration, and business solutions

SAS harnesses the power of large UCS deployments and relies on an array of Cisco solutions, including Webexand AnyConnect

Joint reference architecture

& performance benchmarks

SAS PoC environments

powered by Cisco

C o p y r ig ht © 201 3, SAS In st i tute In c. A l l r ig hts r ese rve d.

Competency Tracks (Cisco is Gold)

Did You know…..

SAS uses UCS on their SaaS

platform

Did You know …..

SAS Asset Liability and Mgt 3.2 for

Banking on UCS can analyze 1m

observations w/131,364 arguments for

20 concurent users in 6 minutes and

13 seconds?

Did You know …..

SAS has over 400 UCS servers and uses the “single pane of glass” to manage hundreds of servers and

networks easily and flexibly

Did You know …..

SAS & Cisco have UCS

reference architectures and

benchmarks for six different

SAS products and Cisco is part

of the SAS Analytics

Modernization initiative?

S oftware and Solutions Innovation

Empowering What’s Next

SAN

SAS Embedded Process

Cisco Big Data CPA

EDW Platform

Cisco UCS Blade Servers

SAS Embedded Process

SAS Grid

UCS B200 M4E5v 3; 256GB

UCS B420 M4E5v 3; 256GB

SAS Mid-Tier

SAS Metadata

UCS B420 M4E5v 3; 256GB

SAS Administrative Foundation SAS Compute

SAS LASR Suite

SAS HPA Suite

UCS B420 M4E5v 3; 1TB

UCS B420 M4E5v 3; 1TB

SAS Rack (In-Memory)

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