🇺🇸Identifying Buying Groups at Customer Organizations Using BayesiaLab

Viswanath (Sri) Srikanth, Senior Advanced Analytics Manager & Senior Data Scientist, Cisco

Presented at the 7th Annual BayesiaLab Conference at the North Carolina Biotechnology Center.

Abstract

Large & complex purchases at organizations are often made using input from multiple individuals who would have evaluated the solution from multiple perspectives. Identifying all of these influencers from a given organization becomes critical in ensuring marketing and messaging consistency and providing relevant answers to their questions. The use of BayesiaLab allowed the Marketing Analytics team at Cisco to identify these buying groups amongst its customer organizations and subsequently target them as part of its marketing campaigns to serve them and help accelerate their purchase journeys.

Presentation Video

About the Presenter

Viswanath (Sri) Srikanth is the Advanced Analytics Manager for Cisco’s Global Marketing Analytics team, Cisco Marketing. During his tenure at Cisco, he led data initiatives to understand and define customer engagement, marketing attributes, customer journeys, and more. His work has received multiple industry recognition, including the ANNY Award in 2017, the ANA Award in 2018, and the Highly Commended DRUM Citation in 2018. Prior to joining Cisco, Sri worked at IBM and, among other things, chaired the creation of an industry standard for customer data collection at the W3C standards organization.