Case Study: Cisco achieves 30x faster contact analysis and richer global contact insights with RWS

Maximizing the Value of Cisco’s Global Contact Universe

Cisco, a global networking leader with tens of thousands of employees and $40B in revenue, relied on a central Database Marketing team to build and exploit a worldwide contact universe. Because most sales flow through resellers, Cisco had limited prospect data and struggled to improve the quality and quantity of individual contacts; campaign planning depended on slow BI and Excel processes that made sizing opportunities and identifying data gaps time-consuming.

Cisco deployed SDL Analytics to fuse Dun & Bradstreet records, contact and purchase history, propensity models, survey responses and trigger data, giving contact-level insight in seconds instead of hours (about 30x faster). The platform enabled accurate campaign sizing, monthly country reports and new services to re-activate, enrich or acquire contacts; an early US re-activation test revived ~3,500 dormant contacts (2.3% response, peak 6.1%). As a result, Cisco now plans and executes more engaging, better-targeted campaigns across multiple regions.

Cisco

Mike Bull

Global Database Marketing Manager