Cisco's Paula Wang says a 360-degreee view of the customer is a goal. Social media is helping gain some knowledge there and the company is working to capture potential leads through social channels.
Cisco is looking for $1 billion worth of qualified sales leads in next fiscal year. So, Wang says: "Any actionable data will be great data. It doens't matter where it is."
She spoke Friday at the MediaPost Brand Marketers Summit.
Also there was RichRelevance CMO Diane Kegley, who said "we're at a point where interruptive marketing is nearing the end" and marketing is moving into a world where consumers are going to be creating relationship with a brand based on trust. With data collection so important comes a point "where you dont want to violate that trust" because it goes viral quickly and that ends the customer relationship.