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Marketing Analytics adding heft to Digital Analytics

The worlds of Digital Analytics and Marketing Analytics have frequently led somewhat independent lives -- with the Digital Analyst spending time looking at digital channels (web/mobile/social), reading out metrics, understanding conversion rates, focused on conversion funnels, A/B and multi-variate testing and the like while the Marketing Analyst was more concerned with Survey Analysis, developing “What-If” simulators for product features and concerning themselves with ROI from campaigns.

There has been an inevitability in the growth in popularity of the digital medium even as more and more content was consumed through digital channels -- and quite naturally, the marketing and advertising dollars followed suit. This graphic from IAB captures this rapid growth:  Read More »

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Critical Infrastructure: How Smart Cities Will Transform Latin America

Although Latin America is a developing region, the area is making strides towards becoming more efficient, cleaner and more innovative—characteristics of smart cities and the Internet of Everything (IoE) are making it possible. Many people now beg the question, “Are smart cities real?” Wim Elfrink answers the question with a firm yes, referring to smart cities as tangible and necessary to foster economic and developmental growth.

With more and more people flocking to urban areas, cities that don’t embrace the digital economy will lag behind. Leading cities are reinventing themselves with real-time, networked applications to improve everything from traffic flow and parking to water usage and city-wide energy consumption. In some, passersby can instantly find nearby restaurants, shopping deals, mass transit and more at their fingertips through connected mobile devices.

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Internet of Everything Enabling Connected Cities
Recently, Cisco partnered with AGT to develop an upcoming Internet of Things-enabled traffic management system that Read More »

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Interaction Technology: Neutralizing the Barriers of Time, Location, and Staffing Levels

In my last blog, I continued the discussion about the 24-hour bank and how banks must transition from the physical business model to the digital business model. As part of my series on the 24-hour bank, this post builds on the question of how banks could begin to develop the capabilities, enabled by technology, to address the operational and logistical challenges inherent in operating in a customer-driven 24-hour world.

First are the factors that shape our existing banking distribution model: the traditional route to market and how clients connect and interact with their bank. Starting with branches, the traditional distribution model has evolved with the development of technologies such as the telephone, ATM’s, and the Internet. While these technologies provided increased options for clients to interact and transact, they were still affected by constraints of the existing operating model– the availability of bank staff with the requisite skills.

How so? Contact centers, telephone, and online banking required a shift in staffing models to enable customers to interact and transact outside of the normal work day. ATM’s began to allow customer self-service for certain basic transactions at any time of day. Collectively, these technologies extended operating hours for clients, but services were limited due the fact that the expertise required for more complex services were still unavailable outside the traditional workday. Read More »

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Our Week as Video Broadcasters: 5 Insights

In mid-May, we told you about our plans to broadcast live keynotes from Cisco Live  on Cisco.com, specifically from our home page.

Well, we did it. For four days, May 19-22, our live video coverage on our home page included:

    • John Chambers keynote
    • Rob Lloyd keynote
    • Industry keynote — IoT
    • Guest keynote — Sal Kahn from Kahn Academy

Here are a few snapshots of what it looked like:

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Now that the event is over, what did we learn — and where do we go from here?

  1. Video is engaging. Over 7,000 people clicked on the spotlights to view the live streaming videos in just four days.
  2. Video and screen size matter. The larger the screen, the longer the attention span. We delivered a fully responsive experience across PCs, tablets, smart phones and connected TVs and were able to track the attention span accordingly. It was the greatest on PCs (29 minutes), followed by tablets (12 minutes) and phones (8 minutes). There was a single view on a gaming console that lasted 28 minutes.
  3. Video needs to be purpose-built. Personalization is key to increase engagement opportunities. Video is no different. It needs to create mutual value between the viewer and the business.
  4. Video needs to be a priority. Partnerships and prioritization across IT, user experience, digital strategy, analytics and video teams are crucial to the success of your overall video strategy. The whole is greater than the sum of all parts.
  5. Video requires innovation. We plan to explore new and exciting ways to leverage video on our Cisco.com homepage — and pull cross-functional teams together to help us test, experiment and innovate.

 What are your discoveries around video? What have you found works and doesn’t work?

 

 

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Explosive Growth in Mobility and Location-based Marketing

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It’s exciting to watch the explosive growth of mobile and hyper local based services. Mobile location based services and marketing is rapidly becoming BIG business, with an estimated $4.5B of mobile advertising being location based (rising to over $10B by 2017).

Let’s look at some of the fundamental factors, drivers and numbers behind this growth to put it into context. Read More »

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