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.

1. Cisco
Building Digital Profiles
Anita Baker
Global Database Marketing
August 18, 2010 Click Here to See all the Presentations
From Alterian’s Engaging Times Summit

2. 1984
Computer scientists,
Len Bosack and Sandy Lerner
found Cisco Systems
Bosack and Lerner run network
Global leader in networking and
2010 networked IT servingdifferent
cables between two SP, Enterprise,
Commercial,the Small Businesses
buildings on and
Stanford University campus
and Consumers
A technology has to be invented to deal
with disparate local area protocols;
the multi-protocol router is born
Fortune 500,
68K+ People
$35+B Revenue

3. 1/3
culture 1/3
sales
engineering
employees
…are our competitive
1/6 service
advantage
1/6 other
68K+ 165+ 550+
employees countries offices

4. Leader in
Networking Technology That Improves our Everyday Experience
The Cisco Vision changing the way we
work, live, play, and learn. SM

5. As Technology Advances So Does Impact
TelePresence
Video
Conferencing
Communication
Tools
Technology
Video-on-
Demand
Transaction
Applications
E-mail Voice
Web Applications
Impact for Audience

6. Themes 2011
 Digital Lifestyle
 Prosumer
 Proliferation of Data
 Precision Targeting
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7. Waves of Lifestyle Transitions
Online Gaming
Use
Meetings From Home
Professional Services
Music
Movies
Books
Books
Food
Clothes
2000 2005 2010
Pace

8. Brands that Won Them Over
Use
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
2000 2005 2010
Pace

9. Stages of Digital Adoption
High
(Ability to pay)
Affluence
Aspirers/
ICONs Entruepenarial
The Trend Setters Spirit
Technicians Consumer
Cisco’s Products
Heart & Core
Professional
Services Followers
Industrial
Manufacturing
Survivors
Price Sensitive
Early Early Late
Low Innovators Adopters Majority Majority Laggards
Tech Savvy
(Hunger for Digital Lifestyle)

10. Prosumer?
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11. Prosumer Contact Profile
Market Data
Geographic
Potential
TAM
Contact Data
Country Readiness Demographic
Tech adoption curve etc.
Name
Competitive Address
Job Title (map to Job
Landscape Class)
Contact Method
Preferences
Opt-in/Opt-Out Flags
Company Data
Firmagraphics Contactability
Company Name & Site Opt-in, Address
Address
No. Employees Behavior
Industry Type Contact History
Area of Interest Web
(Arch/Tech)
#Sites & HO/Site Intentions
structure Survey resuts etc
Program Mapping
Target company Models
Responder, Value etc.
Bookings
Products purchased
When bought
$ Value, etc
Models
P2B
Share of wallet
Value etc

12. Cisco >100 Companies
Acquisition
1993 1997 1999(cont) 2005(cont) 2007 2009
Summary
1999
1994 2000(cont) 2001 2004
1998
1995
2002
2006
1996 2000 2008
2003
2005
1999

13. Master View of Total Marketing Universe
3rd Party Data
Cisco Group e.g. D&B, Jigsaw, Portal Cisco
Brand’s Contacts Harte-Hanks, Firewall
e.g. Webex, Linksys, etc
Tandberg Offer Partners
Managed Service
Access to
Prospects
Other Cisco
Contact Data e.g.
Customer Advocacy Global Prospect
Pool Buy “Net-New”
Highly Targeted
Contact Data
Matching
Cisco Process
Contacts
Database
Quick Counts Marketing
D&B Companies Solution Planning and Insight
Service
Bookings
Contact History
Q&A Intentions Propensity
FDEV
Models Alterian

14. 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
Move from lots of data Months Since Last Contact : 3
but no knowledge of Creative Message : Tech Decision
contact Maker
Offer Banding : Medium
Full Contact Profile

15. Build Actionable (Quantifiable) Segmentation
The
ICONs Aspirers Followers Survivors
Technicians
Urban Enterprise
Well-positioned
Core Cisco Well-off Trend Struggling to
and motivated to Lower-to-middle
Loyalists, Setters, Captains balance the
become more income, require
Tech Heads of Industry books, Budgeting
affluent in the broad range of
who go online for
Financial Elite future. Main Services, but will is their key
everything
Early Tech objective is never have large requirement
wealth sums or assets
Adopters accumulation Price Sensitive
Internet Savvy
• Needs • Attitudes
• Behaviour • Satisfaction
• Value • 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

16. 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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17. welc ome to
t he human net work.
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19. 1/3
culture 1/3
sales
engineering
employees
…are our competitive
1/6 service
advantage
1/6 other
68K+ 165+ 550+
employees countries offices
Click Here to See all the Presentations
From Alterian’s Engaging Times Summit