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© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
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Lori Dekker
Global Programmatic Media Lead @ Cisco
Beyond First Party Data
Cisco’s Long Game
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
First party data is your
most valuable data.
Cisco has always known that the best way to
meet our customer, is to first understand
how they buy our products.
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
This is not…
A B2B story
A magic bullet
that solves every problem
An unreachable and
unattainable exercise
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
This is about re-thinking the
role of identity.
And building identity into the
fabric of your marketing
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Cisco’s
approach
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Company
Objectives
Media Goals
& KPIs
DSP Platform
capabilities
Reporting
$
Plan for the insights and reporting you want
to generate.
Where to start? With the end.
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Drive engagement &
lead activity
Reach
to
site engagement
Engagement
to
lead
% of current budget
allocated to brand
impressions
Entire media
budget
Must reach all core
product buyers
Employees
Partners
Position clarity, value
& competitive strength
Display Video
+
Campaign brief
Understand the path to
purchase. Cisco’s website
engagement is constant in all
buying decisions.
Connect paid media activity
to account based reporting to
understand real value.
© 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• Educating the company on the
value and privacy compliance of
tagging
• Engagement activity did not
match media platform
capabilities
• Long purchase cycles with
multiple cohorts
Challenges
Cisco’s In-House
Media Team Remit
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Cisco’s In-House
Media Team Remit
Establish naming convention
and connect site conversion
IDs down to the creative level
Work with data engineers to
educate create tables and
join data sets.
• Established a baseline of media
activity globally in over 70
countries
• Negotiate full measurement and
transparency to the creative level
• Cisco anonymous identifier was
passed into the log level data
© 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Mission critical
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
© 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Result?
• Connected internal and
external datasets
• Foundational understanding of
digital marketing impact
• Partners
• The world
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Building
Signals
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Audience can be be inferred by the
websites people visit, the content they
consume and online search activity.
By building audience signals that consider the
behavior and context of desired buyers, we can
model and start predicting external behaviors
through our programmatic platforms.
Is your mother
reading about
hybrid clouds?
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Your tag management platform is your
friend for building custom signals for
your media and mar-tech conversions
Ignoring Tech
Limitations
Cisco uses custom scripts to conditionally fire
media tags, overcoming customization
limitations by technology stack.
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
You cannot ‘know’ an individual without
their explicit consent or login. Either
build value and incentivize logins, or be
comfortable with indicators.
By building audience signals that consider the
behavior and context of desired buyers, we can
model and start predicting external behaviors
through our programmatic platforms.
Embrace
directional identity
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Launch
_
`
Unique
Identifiers
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Bridging identity
barriers
First party identifier
Passed to tech partners
As a customer of technology
platforms, internal identifiers
are non-competitive
Naming conventions
Creation and governance
Design naming conventions to
be across digital marketing
siloes. Every creative,
campaign, site engagement,
customer database
Media activation
Tagging owned properties
Help your organization
understand the connection to
first party exposure and
experience.
Transparency
Develop partnerships
Negotiate for full
transparency and
understand how media
partners persist identity
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
1 Efficiency / CPA
Reach and Scale
AudienceTargeting
2
3
Shifting Conversions Goals from CPA to
Business Opportunity
Separating In-platform Conversions from
Organizational Reporting
Separating Media Persona from Marketing
Persona Development
Overcoming limitations of
tech for B2B
4
5
6
8
7
How the Industry Uses
Programmatic
Unifying tech stack through custom
identity matching
This is how Cisco Amplifies Programmatic Technology
Identity in
Programmatic
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Reporting anonymous to
known
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Key Takeaways
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Create your own
signals to
recognize and
calibrate
customer
response
Choose
transparent media
partners
to continue to
understand how
to evolve
Learn about
modeled data
calibrating to a
dataset you fully
trust
Get your house in
order building in-
house expertise
and enforcing
naming
conventions
Tying it all
together
© 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Questions
Cisco: First-Party Like You Mean It

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Cisco: First-Party Like You Mean It

  • 1. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential This presentation template uses the CiscoSans TT ExtraLight font. If the text in these two columns does not match, please take a moment to install the font. Otherwise, your presentation will not display correctly. Please download the fonts from Brand Exchange here. The font can also be found in the zipped folder. Double-click the font file and click “Install” in the window that appears. Please read For non-Cisco people, access the font here: https://cisco.box.com/s/tz7zrjfye4eiv9n5sm5n5pgzby7jtxvy
  • 2. Lori Dekker Global Programmatic Media Lead @ Cisco Beyond First Party Data Cisco’s Long Game
  • 3. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential First party data is your most valuable data. Cisco has always known that the best way to meet our customer, is to first understand how they buy our products.
  • 4. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential This is not… A B2B story A magic bullet that solves every problem An unreachable and unattainable exercise
  • 5. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential This is about re-thinking the role of identity. And building identity into the fabric of your marketing
  • 6. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Cisco’s approach
  • 7. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Company Objectives Media Goals & KPIs DSP Platform capabilities Reporting $ Plan for the insights and reporting you want to generate. Where to start? With the end.
  • 8. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Drive engagement & lead activity Reach to site engagement Engagement to lead % of current budget allocated to brand impressions Entire media budget Must reach all core product buyers Employees Partners Position clarity, value & competitive strength Display Video + Campaign brief Understand the path to purchase. Cisco’s website engagement is constant in all buying decisions. Connect paid media activity to account based reporting to understand real value. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential • Educating the company on the value and privacy compliance of tagging • Engagement activity did not match media platform capabilities • Long purchase cycles with multiple cohorts Challenges Cisco’s In-House Media Team Remit
  • 9. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Cisco’s In-House Media Team Remit Establish naming convention and connect site conversion IDs down to the creative level Work with data engineers to educate create tables and join data sets. • Established a baseline of media activity globally in over 70 countries • Negotiate full measurement and transparency to the creative level • Cisco anonymous identifier was passed into the log level data © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Mission critical
  • 10. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Result? • Connected internal and external datasets • Foundational understanding of digital marketing impact • Partners • The world
  • 11. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Building Signals
  • 12. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Audience can be be inferred by the websites people visit, the content they consume and online search activity. By building audience signals that consider the behavior and context of desired buyers, we can model and start predicting external behaviors through our programmatic platforms. Is your mother reading about hybrid clouds?
  • 13. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Your tag management platform is your friend for building custom signals for your media and mar-tech conversions Ignoring Tech Limitations Cisco uses custom scripts to conditionally fire media tags, overcoming customization limitations by technology stack.
  • 14. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential You cannot ‘know’ an individual without their explicit consent or login. Either build value and incentivize logins, or be comfortable with indicators. By building audience signals that consider the behavior and context of desired buyers, we can model and start predicting external behaviors through our programmatic platforms. Embrace directional identity
  • 15. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Launch _ ` Unique Identifiers
  • 16. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Bridging identity barriers First party identifier Passed to tech partners As a customer of technology platforms, internal identifiers are non-competitive Naming conventions Creation and governance Design naming conventions to be across digital marketing siloes. Every creative, campaign, site engagement, customer database Media activation Tagging owned properties Help your organization understand the connection to first party exposure and experience. Transparency Develop partnerships Negotiate for full transparency and understand how media partners persist identity
  • 17. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1 Efficiency / CPA Reach and Scale AudienceTargeting 2 3 Shifting Conversions Goals from CPA to Business Opportunity Separating In-platform Conversions from Organizational Reporting Separating Media Persona from Marketing Persona Development Overcoming limitations of tech for B2B 4 5 6 8 7 How the Industry Uses Programmatic Unifying tech stack through custom identity matching This is how Cisco Amplifies Programmatic Technology Identity in Programmatic
  • 18. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Reporting anonymous to known
  • 19. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Key Takeaways
  • 20. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Create your own signals to recognize and calibrate customer response Choose transparent media partners to continue to understand how to evolve Learn about modeled data calibrating to a dataset you fully trust Get your house in order building in- house expertise and enforcing naming conventions Tying it all together
  • 21. © 2021 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Questions