Using the data you have to get the insights you need: Leveraging unstructured data, AI, qualitative synthesis and CX listening to create and audience models in an agile way

Loren Crawford

Tech multinational Cisco used AI behavioural data cluster modelling, qualitative research synthesis and CX listening to create new audiences, measure audience experience and improve its audience modelling.

Introduction

Cisco.com needs to be many things to many people: a showroom, a library, a help desk, a training centre and a sales funnel. However, how can we design a site that can do all that with the right message, at the right time, for the right audience? With a mandate to reimagine Cisco.com to create the best possible customer experience, how can we measure if we are getting it right? This presentation will share how internal teams at Cisco DIY'ed an approach using AI behavioural data cluster modelling, qualitative research synthesis and CX listening, to create new audiences, measure...

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