Nuts & Bolts - Case Study: Cisco Analyzes Its Human Network
More specifically, Bull explains: "Historically, the campaign process was: 1) planning—identify target companies with an assumption we had contacts for all; 2) develop—commit to [an] activity and spend money to develop [it]; [and] 3) execution—it wasn't until this phase where the first view of contacts was made, and far too often we found there were insufficient numbers. Targeting criteria was widened to meet volume needs, which meant not enough money had been assigned for contact acquisition purposes.
"In the new world, [the tools help] in the planning phase to size the contact baselines and gaps. This ensures in the development phase that monies are assigned for contact acquisition/reactivation/enrichment purposes. Therefore, at the execution phase, all activity has sufficient contact numbers available."
Bull says these efficiencies save Cisco a lot of money. Plus, they help generate additional business.
Cisco can now focus on growing the contact database with the companies and contacts it has the best opportunity to convert. Campaigns can be appropriately sized, or not even created if the numbers don't work.
A reactivation test email campaign showed the strengths of Cisco's new analytics capabilities. Targeting emails to 145,000 dormant contacts with three versions of incentives, Cisco asked them for up-to-date contact information and to opt-in to future campaigns. The 2.3 percent response rate was eight times higher than Cisco expected, and the best performing email saw a 6.1 percent response rate.
So, like Page's experiences in Nova Scotia, Cisco's travels in the world of analytics can lead them to a clearer view of the humans in its network.