Sri Srikanth

Advanced Data Analytics & Strategy, Senior Data Scientist, Cisco Digial

Sri Srikanth is a Senior Data Scientist and Senior Manager, Digital Advanced Analytics, for Cisco’s Global Marketing Insights & Analytics team. During his tenure at Cisco he has led data initiatives in understanding and defining Customer Engagement, Marketing Attribution, Customer Journey and more. His work has received multiple industry recognition including the ANNY Award in 2017, ANA Award in 2018 and Highly Commended DRUM Citation in 2018. Previously, Sri chaired the creation of an industry standard for customer data collection at W3C standards organization and chaired the Service Oriented Architecture Best Practices group at Association of Retail Technology Standards. Sri also holds 16 US patents in the fields of e-commerce, payment processing and online personalization.


December 1, 2014


Marketing Automation Tools forcing Data Scientists to higher ground

The game is afoot – and this time around, it pits marketing automation tools against data science driven data products. Specialized digital marketing service providers against dyed-in-the-wool data geeks. Campaign management tools versus correlation driven, random forest, gradient boosting, data products. Marketing automation tools have, in their short history, focused on delivering specialized services (serving […]

October 8, 2014


Focus on ROI, Data Preparation, Communication for Success : Takeaways from Predictive Analytics World, Boston, 2014

The recently concluded Predictive Analytics World 2014 in Boston, Massachusetts, was chock full of insights from organizations who have successfully implemented analytics in a variety of settings. A few points stood out and I will attempt to capture them here: 1. Focus on ROI measures:  This is spoken of very often, but frequently in an […]

September 17, 2014


Fragmented Channels – Integrated Views – The New Virtuous Cycle

The subject of fragmented channels, which is fragmenting audiences, has been written about frequently. Advertisers though, secretly still long for the “glorious” days of focusing on just a few major channels and is one of the reasons why the rare shows that can predictably garner mass audiences (Super Bowl in the US, World Cup Soccer, […]

September 8, 2014


Insights from baseball promotions for Digital Marketers

Baseball has long been dubbed ‘America’s favorite pastime‘ – but baseball owners sure do wish some of that time is spent watching the game from stadiums as opposed to in-front of television and smartphones. Of course some of the storied franchises such as the Red Sox and Yankees have less to worry, and even the […]

August 28, 2014


Likelihood or Probability – What’s in a Word?

It is always interesting how commonly understood terms turn into nuanced expressions in the hands of specialists – whether they be lawyers, accountants, doctors – or indeed data analysts and statisticians. One pair of expressions in this regard is likelihood and probability – which may seem to hold similar meanings in common parlance, but hold distinctly […]

August 22, 2014


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...