Advanced Analytics for B2B: A Pragmatic Approach

September 21st, 2015

Prerequisite: None

Paulo Werneck Costa

Advanced Analytics Director

SMO – Marketing - Cisco Systems

This presentation introduces the approach used to build the advanced analytics team at Cisco Systems, which is based on a direct association between core marketing objectives and advanced analytical models. The presentation will also describe the major ideas and techniques behind foundational models, such as the propensity to buy and wallet estimation.