#AnalyticsXC o p y r ig ht © 201 6, SAS In st i tute In c. A l l r ig hts r ese rve d.
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)
C o p y r ig ht © 201 6, SAS In st i tute In c. A l l r ig hts r ese rve d.
#AnalyticsX