Measuring What’s Important At Cisco

. August 28, 2019

When Cisco starting its marketing measurement program, it found that different teams were measuring things that they COULD measure, and that made them look good, rather than what they SHOULD measure. To change this, the analytics team created a specific metric they called “engagement” which consists of data on all of the different interactions with customers — on social channels, the Cisco website, or other media channels. The team was then able to apply one consistent number to track how the company was doing.

Listen in as Robert Lee, head of marketing insight and analytics as Cisco, explains how this has helped the company focus on measuring what’s most important.

 

 

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Category: Adoption, Basics, Case Studies, Data, Decision-Making, Engagement, How-To, Impact, Organizational, People, Strategy, Videos

About the Author ()

Daniel Kehrer is Executive Editor of the ANA Data Analytics Center (DAC), a leading voice of thought leadership and education in marketing measurement, data and analytics. He is also the Founder of BizBest Media Corp. and previously headed marketing at MarketShare LLC, an advanced marketing analytics technology company.

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