Presentation on September 29, 2016, at the 4th Annual BayesiaLab Conference:
Driving Digital Customer Engagement powered by Bayesian Networks
Sri Srikanth (Presenter)
Corey Sykes (Co-Presenter)
Sri Srikanth is an Advanced Analytics manager at Cisco and leads the Advanced Analytics & Strategy division at Cisco’s Digital Marketing. Most recently, Sri and his team guided the organization towards the development, goaling and tracking of a Customer Engagements KPI to support the marketing objective of developing deep and rich customer relationships that drive increased business for Cisco. Previously, Sri worked in the Software Strategy & Enterprise Marketing division at IBM. Sri has also chaired the W3C customer experience data collection community group, and co-chaired industry standards efforts in Cloud and Web Services.
Corey Sykes is a Data Scientist in the Advanced Analytics & Strategy division of Cisco’s Digital Marketing, with a domain focus in customer and web data and contributes to many different analytic projects across Digital Marketing. Most recently, Corey has worked on the development, goaling and tracking of a Customer Engagements KPI to support the marketing objective of developing deep and rich customer relationships and experiences that drive increased business for Cisco. Prior to Cisco, Corey had finished his undergrad at Virginia Tech in Economics and worked with Ferguson Enterprises as a Pricing Analyst.
Customer Engagement is one of those nebulous goals that looks good on paper but is difficult to detail and tough to track and measure. Further, in the digital realm, it is too easy to click, ignore, repeat - and defining engagement becomes an exercise in uncertainty. Applying techniques of data analysis, including Bayesian Networks, we have developed the notion of a Customer Engagements KPI that is predictive of more business. Cisco’s Marketing is now rallying around this KPI with promising early results (deeper engagements are driving more leads and bookings). These results have increased our confidence and we are expanding this KPI to include additional channels (digital and non-digital) to deliver an omni-channel solution for Cisco Marketing centered around Customer Engagement.