In anticipation of his upcoming conference co-presentation, Building a Digital Marketing Data Science Discipline at Cisco: Experiments to Excellence, at Predictive Analytics World Chicago, June 8-11, 2015, we asked Viswanath Srikanth, Senior Program Manager, Analytics at Cisco, a few questions about his work in predictive analytics. Q: In your work with predictive analytics, what behavior do your models predict? A: Our models predict for our digital visitors, topics of interest, lead potential, likelihood to consume a type of offer, and probable path through the site. Q: How does predictive analytics deliver value at your organization? What is one specific way
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