Cisco executive Paula Wang says the company has been doing content marketing for a long time, but with the boom in data-driven marketing the skill sets needed to be an effective marketer have changed. Creative expertise is crucial, but there's a need to "equip oursleves with analytical skills."
At Wang's company, Cisco.com is a data goldmine as millions of visitors come in with trackable cookies. Cisco has been scoring cookies since 2006 with topic interest scores (a large portion of visitors are anoymous).
In 2009, Cisco realized it could track purchase intent in addition to what a vistor's interests may be and started with engagement scoring.
So, Wang said every night 5 million cookies are analyzed with topic interest scores and engagement scores, allowing for effective follow-up targeting.
She spoke at the MediaPost Brand Marketers Summit.