Here’s the sixth video from our LUG conference.
Elizabeth Rector of Cisco talks about their use of analytics across multiple “siloed” organizations inside of Cisco. They use the information “siloes” to bring together normally disparate information from multiple groups, combining their business intelligence with text analytics to provide a better view of what’s going on internally across the board. In her main example, she explains how they used the information to change their marketing strategy around cloud computing in particular.
One very interesting aspect she discusses is the “zero-mindshare” report, where they look to see what topical areas they are NOT being discussed in. By using the Lexalytics Salience engine, Cisco Systems was able to identify current market communication trends that other companies were actively participating in, as well as which companies and topics were being discussed. Cisco then subsequently formulated plans to jump in, and were able to make an informed decision on how to allocate marketing resources.
Elizabeth also explains how they use Salience’s sentiment analysis tools to monitor their internal message boards, in which they request employee feedback. They harness any place where employees provide feedback, and allow the engine to filter through it and identify problem areas, which can then be resolved. As she puts it, they “follow the weekly pulse of employee sentiment”, to pinpoint the biggest concerns. She also discusses how Cisco Systems uses the Lexalytics Salience engine in a similar way, to foster stronger client communication through an accurate understanding of the Voice of the Customer.
Elizabeth is a Senior Manager in Strategic Marketing at Cisco Systems. Over the last five years, she has developed an award-winning Communications Intelligence program at Cisco. Her initiative evolved from a pure media analytics focus to a platform that now provides global integrated insights across media, analysts, employees and customers. The data provided by Elizabeth’s team is currently utilized by Cisco senior executives to drive strategy and inform key business decisions. Prior to joining Cisco, Elizabeth consulted with top-tier multimedia agencies, focusing on business strategy for multinational corporations such as Televisa, Adobe and Logitech. She has also held key marketing positions at Oracle, XO Communications and iUniverse. Elizabeth holds a B.A. in International Business from Washington State University’s Honors Program and an M.B.A. from IESE, one of the top-rated global programs worldwide