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Connected Mobile Experience Analytics Story Guide v1

Last Updated: 17-NOVEMBER-2016
About This Story Guide

A Story Guide is intended to provide a sample flow for leveraging a demonstration platform by infusing customer insights into the
solution. The goal is to highlight the capabilities and possibilities on offer to address customer issues and highlight how the product
can help the customer achieve specific business outcomes. This story guide is designed to assess customer needs, supported by
a whiteboard preparation and the product demonstration.
This story guide is designed to be customer-focused, engaging, and concise. Presenting this information should take 5-7 minutes,
although you can elaborate, as necessary.
DNA Summary
Figure 1. DNA Summary
At this stage of the engagement, you have gone through the following sales motions:
• Step 1: Qualify
• Step 2: Discovery
• Step 3: Set the Agenda
o White board
o YOU ARE HERE - Demo
© 2016 Cisco and/or its affiliates. All rights reserved. This document is Cisco Public Information. Page 1 of 25
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Set the Agenda – Demonstration Objectives

This story guide includes the following scenarios:
• Scenario 1 – An overview of CMX reports. Understanding the value of the different reports and explain that the data is more
about understanding user trends in the environment and measuring changes to the environment.
• Scenario 2 – An overview of the CMX reports that provide insights of trends in support of Customer Experiences. This part is
all about mapping the different data sets into Customer Experiences in how to Make Money, Save Money and/or Avoid Risks.
• Scenario 3 – An overview of the CMX reports that provide insights of trends in support of Workforce Experiences. This part is
all about mapping the different data sets into Workspace Experiences in how to Make Money, Save Money and/or Avoid
Risks.
These scenarios allow you to:
• Demonstrate CMX Analytics capabilities
• Tie demonstration back to customer’s top business initiatives and environment.
• Keep it simple and avoid technical deep dives which are not recommended at this stage
• Proactively highlight simplified analytics and trends capabilities
• Emphasize that we are not simply a feature-rich HW company with CLI only
Customer discussions during demonstration should be focused on helping your customer with Faster Innovation Using Analytics
and Trends. Common sample challenges, benefits and related demonstration flows have been included as part of this guide.
Challenges - Focus on Lack of Business Insights

• Lack of timely, applicable and accurate information to make informed and immediate business decisions
• Lack of real time visibility into actionable behavior within environment
• No consolidated, focused view that provides awareness of past and present trends needed to make predictive business
decisions
Benefits - Focus on Use of Trends and Analytics for Faster Innovation

• Improved quality of information to make informed business decisions that result in making money, saving money,
improving process or increasing productivity
• Capture real time insights into behavior that applies to an organization’s physical space and environment
• Easily identify historical trends to support predictive business decisions
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Notes on the Demonstration Environment

This story guide is intended to assist Account Managers with demonstrating some of the key functions within Cisco’s CMX
(Connected Mobile Experience) and does not include exploration of other components (differences between Near Field Location,
Presence, Fast locate and Hyper Locate, or Wireless Site Surveys). This demonstration system does not include interaction with,
support for or functionality associated with third party applications or functions.
This solution is built in dCloud as an Always-On demonstration environment and is comprised of:
• CMX (Connected Mobile Experiences Platform)
• Simulated Client/Device traffic, representing a live environment
• Data cannot be modified
• Data cannot be saved
• Consistent demonstration environment
This solution is intentionally limited in scope, supporting read-only account access and specific functionality associated with the
DNA campaign. For comprehensive demonstration functionality and deeper capability, please refer back to the dCloud follow up
demos on the DNA Demo Platform splash page.
Value Proposition
Cisco Connected Mobile Experiences (CMX) is a data visualization engine that helps organizations uses the network as a data
source for business analysis to screen out behavioral patterns and trends; the data derived from CMX is best leveraged by the
business to make informed decisions on how to improve real estate usage, service offerings, visitor experience and network design
planning.
CMX is a smart analytics solution that uses the Cisco wireless infrastructure to detect and locate smartphones, tablets, and other
mobile devices.
Visitors expect access to a secure Wi-Fi network. Businesses that capitalize on this expectation can enhance their on-site
experiences, gaining customer loyalty and increasing customer satisfaction.
Adding CMX on top of an existing Cisco wireless infrastructure or adding it into a new wireless infrastructure will maximize your
investment. CMX effectively takes wireless beyond simple connectivity into an intelligent tool that addresses your unique business
goals, leads to a high return on your investment, and can provide real, experiential data to further grow your business.
Solution Components
The key components of the solution are:
• Any Gen 2 or higher Access Point to track both connected and non-connected wireless devices
• Wireless LAN Controller collecting data from the Access Points and forwarding that data to the CMX via NMSP (Network
Mobility Services Protocol)
• MSE (Mobility Services Platform version 10.x)
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Accessing the Demonstration Platform

1. Access the main DNA Demo Platform page in the closest location.
NOTE: It is recommended that you pick the datacenter closest to your location, although you may use any datacenter.
Table 1. Main Page Address by Datacenter
Datacenter DNA Demo Platform
AMER https://dcloud2-rtp.cisco.com/dCloud/dna.jsp
EMEAR https://dcloud2-lon.cisco.com/dCloud/dna.jsp
APJ https://dcloud2-sng.cisco.com/dCloud/dna.jsp
GC https://dcloud2-chi.cisco.com/dCloud/dna.jsp
2. Click CMX Analytics hyperlink in the Step Two: Follow the VOD Walkthrough table.
Table 2. Step Two: Follow the VOD Walkthrough
Step Two: Follow the VOD Walkthroughs
CMX Analytics
3. Click CMX Analytics hyperlink in the Step Three: Run the Demos table.
Table 3. Step Three: Run the Demos
Step Three: Run the Demos
CMX Analytics
NOTE: If this is your first time logging into dCloud, you will need to accept the terms and conditions to continue.
4. The Welcome to CMX page displays. Enter the username amdemo1 and password C1sco12345.
5. Click Sign In.
Figure 2. Welcome to CMX
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Scenario 1. Report Overview

Analytics is key in making business decisions. We make business decisions by gathering Business Intelligence. Traditionally we
mine Business Intelligence from information that is stored in data warehouses, information collected by Point of Sales (POS),
Customer Relationship Management (CRM), Property Management Systems or Building Management (PMS), among other
sources. The common denominator and simultaneous challenge with this approach is, that all this collected data is historical data,
in other words, we are analyzing the past.
Analytics should not only be about the past, analytics should also be about the present and future.
Today, competition is all about speed, it is about being the first, it is about knowing or predicting what the next action of a guest,
customer or visitor would be or be the first to streamline your facilities and get a competitive advantage by controlling cost and
investing more on customer experience and creating better customer satisfaction.
To help with speed, we can analyze existing data to make predictive decisions that can be applied to the business. Examples of
this would be to analyze customer wireless traffic to:
• make recommendations on the physical setup/utilization within the facilities
• better support employee collaboration
• create a different setup in an effort to attract more customers
• optimize pricing structures of real estate in malls, or airports
By analyzing the present, it is possible to advertise in real time what additional products a customer would be interested in, or by
guiding visitors or guests in new ways throughout your facilities. Analyzing the present is also about getting immediate feedback on
the impact on an infrastructure change, such as a new office setup in order to have better employee collaboration or facility
utilization, or different store setup in an effort to attract customers to other offerings, or to optimize pricing structures of real estate
in malls or airports.
CMX is all about understanding the past, the present and predicting the future. Cisco CMX Analytics is applied easily by installing
CMX on top of the existing or new Cisco WLAN infrastructure and creating CMX business relevant reports.
With CMX, we give insights on how buildings or facilities were or are used or how people were entering stores or malls around
specific periods in a year or how guests are moving through hotels or amusement parks.
CMX provides additional data to your Business Intelligence process and supports better business decisions.
This scenario provides an overview of CMX reports. Use this scenario to help customers understand the value of the different
reports. Explain that the data is more about understanding user trends in the environment and measuring the response of
environment change.
Challenge - Focus on Lack of Business Insights

• Lack of real time visibility into visitor behavior within the environment
decisions
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Benefits - Focus on Use of Trends and Analytics to Faster Innovation

• Improved quality of information to make informed business decisions that result in making money, saving money, improving
process or increasing productivity
• Capture real time insights into visitor behavior that applies to an organization’s physical space and environment
NOTE: At this time, do NOT focus on the data of the Widgets of this report, focus on the trends and insights that the report is
providing.
Steps
1. When we first login into the system, we land at the page showing the Activity Map.
Figure 3. Activity Map
2. Select the Analytics tab in the menu.
Figure 4. Analytics Component of CMX
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3. The Analytics dashboard of CMX has three main sections:
• 1 The Reports section lists the available reports. New reports are created via this button:
• 2 The Date section allows you to modify the global parameters of the selected report
• 3 Within the report, individual widgets selected during report creation represent data related client behavior
Figure 5. Main Sections
4. Select the Generic Report Overview in the report list.
Figure 6. Generic Reports Overview
5. Scroll through the quick insight tabs using the left and right arrows.
Figure 7. Quick Insight
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6. Click one of the quick insight tabs to jump to that widget.
Figure 8. Dashboard
7. Do not focus on the data, but on how we can adjust the data to a time period or zone or area on which you want to focus.
8. Select the Scroll To Top link, or use your mouse to scroll to the top of the page.
Figure 9. Scroll To Top
9. Using the Date section, you can modify the global configuration of the report. This will adjust all widgets in the report.
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10. To make a quick adjustment, select the dropdown and choose one of the quick settings.
Figure 10. Quick Date Selection
11. To make more detailed changes, select the arrow under the Date section.
Figure 11. Global Configuration Change
12. The Edit Report screen allows you to select Locations, Times and Widgets to add to the report.
Figure 12. Edit Report
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13. Time period of the report.
Figure 13. Time Period
14. Add widgets in the report.
Figure 14. Add Widgets
15. Time filter on device appearance.
Figure 15. Time Filter
16. Widgets that are available for reports include Visitors, Average Dwell Time, Correlation, Path, Associated Status and Dwell
Time Breakdown.
Figure 16. Widget Selection
17. So what do these widgets represent? Based on the selected time period and detection of device period:
• Visitors represents the amount of devices detected in an area over time
• Average Dwell Time represents the average time a device spend in this area
• Correlation is scoping out the distribution of visitors over the selected zones or areas
• Path provides insights on how devices have been moving about the facilities
• Associated Status provides insights on devices that are connected versus not connected
• Dwell Time Breakdown lists relative dwell time for the devices that spend time in an area
18. Click Cancel to close the Edit Report screen and return to the report.
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19. To edit an individual widget, select the Edit icon for that widget.
Figure 17. Edit Box
20. Each widget has unique settings that can be changed related to the data in that widget.
Figure 18. Individual Widget Settings
21. Use the dropdowns to change the way the data is represented. For instance in the Average Shopping Time widget, you can
view the data as a summary, a table or in a chart. This option is available since some information is better represented in
summary, table or in chart and it could also be a personal preference.
Figure 19. Summary
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22. Click the Go Back To: Generic Report Overview link to return to the report.
Figure 20. Go Back
23. It is also possible to schedule reports and send them to individuals in your organization, the option is available via a box below
every report in the report list:
Figure 21. Schedule Reports
NOTE: You can click on each box individually at your discretion to meet your needs.
Now that we have provided a generic overview of what a report is and can represent, let us take a closer look at how those reports
can help with Faster Innovation.
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Scenario 2. Faster Innovation and the Customer Experience

This scenario is about an organization operating malls across the country. They would like to optimize their revenue by providing
additional services to their tenants and by updating tenants lease plans. Related to this issue, some tenants are complaining about
not getting enough customers in the space they lease from the company.
The marketing department has been tasked to come up with a strategy and is tight on budget. There is no room for error.
This organization is an existing Cisco Customer and has a Cisco WLAN installation, however the WLAN is predominantly used for
Staff access and in some case also customer access.
Challenge for the marketing department is:
• How can we detect where and when most people show up in the mall -> give insight in lease optimization (Make Money)
• Where are the best places for advertising -> increase revenue with providing advertisement services (Make Money)
• How can we get feedback on a change of the Mall setup without to many risks -> give insights on how efficient the new setup
is (Save Money and Avoid Risks)
Differentiating your business in today’s competitive environment is difficult. In fact, if we want to Differentiate, we need to Innovate.
Innovation requires Insights. Insights can be retrieved from Data and Data comes from Connections. CMX provides correlations
between customer behaviors throughout your organization and can be used for additional information to make Faster Innovative
Business Decisions.

• Lack of real time visibility into actionable customer behavior within environment
decisions
Benefits - Focus on Use of Trends and Analytics to Faster Innovate

• Capture real time insights into customer behavior that applies to an organization’s physical space and environment
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Steps
NOTE: The CMX environment is dynamic. The data shown in the reports for your demonstration may differ from the data shown
here. The screenshots are for reference only. You should tailor your demonstration to the data presented in your session.
1. For this demonstration we have created three reports:
• Experience – WiFi
• Experience – Behavior
• Experience – Test of Change
2. Select the Experience - WiFi report.
Figure 22. Reports
3. This report has three widgets: Visitors, Dwell Time Breakdown and Associated Status.
• The Visitor widget represents insights on the amount of visitors in areas where there is not restricted WLAN access
versus Malls or Mall areas with restricted WLAN access
• The Dwell Time Breakdown widget provides the relative average time spend in the areas with restricted versus non-
restricted WLAN access
• The Associated Status shows the Associated versus Probing devices in the malls
Figure 23. Experience WiFi
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4. The Visitors widget can be used to contrasts the number of visits to the Non-Restricted WiFi Access area to the Restricted
WiFi Access area. For example, in the screenshot below we see that the areas with non-restricted WLAN access have more
visitors. Your data may differ.
Figure 24. # of Visits
5. The Dwell Time Breakdown widget compares dwell times in the Non-Restricted WiFi Access area to the Restricted WiFi
Access area. The example below shows that a greater percentage of visitors stay 20-60 minutes in the Restricted WiFi Access
area. However, stays of 60-120 minutes are more common in the Non-Restricted WiFi Access.
Figure 25. Dwell Time
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6. The Associated Status widget shows how the percentage of devices that are Associated versus Probing. This can be used to
make sure the network is segmented properly to transport the extra data load on the network. A large number of Probing
clients could also indicate that users cannot connect to a restricted WLAN.
Figure 26. Associated Status
7. Using data such as this can be helpful for management to determine if customers will visit more often and stay longer if they
are allowed to connect to the unrestricted WLAN.
CONCLUSION: This use case is a clear Make Money with Faster Innovation. It looks like there is a relation between WiFi access
and where a customer spends the time in the mall. Enabling WiFi throughout the organization can result in a more even distribution
of where and how long people spend time in the Mall. This can fix the complaints from the tenants on the low visitation to their area
of the mall.
8. Select the next report: Experience - Behavior.
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9. This report has three widgets: Visit Distribution, Path View and Dwell Time Breakdown.
• The Visit Distribution widget shows relatively how many visitors from the Food Court also went to the other listed
departments in this widget.
• The Path View widget shows the relative paths going to the Home area and moving to/from the Home area.
• The Dwell Time Breakdown widget is a relative representation of the average time a customer spends in the different
stores or zones of the mall.
Figure 27. Experience Behavior
10. If you hover over a “slice” of the Visit Distribution chart, you can see the correlation between areas.
Figure 28. Correlations
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11. Hover over different areas in the Path View to see statistics about where people came from and where they went relative to
the Home Focus Area.
Figure 29. Path View
12. Finally, hover over a column in the Dwell Time Breakdown widget to see statistics related to the average dwell time for each
area.
Figure 30. Dwell Time
Thanks to this report, we have insights on how customers are moving about the mall and where they spend their time. This is very
valuable information for the marketing department to better plan where the critical locations for advertising are.
CONCLUSION: This report is delivering extra insights on how to optimize the lease prices and where to install advertisement
screens. This also delivers extra data points in how to make money for the organization.
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13. Select the Experience – Test of Change report.
Figure 31. Experience to Change
14. In this report we also setup three widgets, Visitors, Average Dwell Time, and Dwell Time Breakdown where:
• The Visitors widget shows the difference on how an area or a mall with a new setup to attract customers is behaving,
versus the traditional mall setup.
• The Average Dwell Time widget shows the difference the time spent in an area or a mall with a new setup versus a
traditional setup.
• The Dwell Time Breakdown widget provides insights in the relative breakdown of customer’s time spent in the new setup
versus the traditional setup.
We can see that in terms of attracting more customers the new setup is not as successful as expected, however there is a positive
trend in the dwell time and more specifically around the longer stay.
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Figure 32. Longer Dwell Times in New Layout
CONCLUSION: This report is delivering insight on how a new setup is performing against a traditional setup and is a clear case of
Save Money and Avoid Risks. Save money in this way that before rolling the new setup out across all areas or malls, make test
installation and measure if it is beneficial, and avoid risk by avoiding losing money in executing on a wrong setup. In this case, the
marketing department is avoiding the risk in making a decision across the organization that could have been failed.
Summary
As we showed here, by installing CMX on top of the existing WLAN infrastructure and by configuring some reports, we give
insights into trends that are happening in the malls. When using those trends as extra data points to make calculated business
decisions, we enable this organization to Faster Innovate and therefor enable them in a different way to make money, save money
and avoid risk.
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Scenario 3. Faster Innovation and the Workforce Experience

This scenario is about an organization that has a large campus with several satellite buildings in combination with remote branch
offices.
The company has been challenged to reduce cost and optimize employee productivity.
This organization is an existing Cisco Customer and has a Cisco WLAN installation, however the WLAN is predominantly used for
laptop access and for some cases also smartphone or tablet access.
Challenge for this company is:
• How are facilities being used today -> give insight in facility usage (Safe Money)
• How are people moving about the facilities to meet each other -> increase productivity (Make Money)
• How can we get feedback on how the office setup change improved the use of office -> give insights on how efficient the new
setup is (Save Money and Avoid Risks)
In today’s economic environment it is imperative to keep control over your costs and at the same time you need to find creative
ways to facilitate employee collaboration. Therefore it would be good to understand how your facilities are being used by
employees and how your employees are moving about the building or campus. CMX provides the insights on employee
movements throughout your organization, and therefore can be used as additional information to make Faster Innovative Business
Decisions.

• Lack of real time visibility into actionable employee behavior within environment
decisions
Benefits - Focus on Use of Trends and Analytics to Faster Innovate

• Capture real time insights into employee behavior that applies to an organization’s physical space and environment
Cisco dCloud
Steps
1. For this demonstration we have created three reports:
• Experience – WiFi
• Experience – Behavior
• Experience – Test of Change
Figure 33. Reports
NOTE: This scenario uses the same data set and floor plans as the previous scenarios. We will talk about how the same reports
can be used to make a different set of decisions. In this case, the decisions pertain to the workforce experience. Some data, such
as locations and area names will not be important to this discussion and will not be referenced directly.
Figure 34. Experience WiFi
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4. This report has three widgets: Visitors, Dwell Time Breakdown and Associated Status.
• The Visitor widget represents insights on the number of employees that are in areas where there is unrestricted WLAN
access versus offices or areas with restricted WLAN access
• The Dwell Time Breakdown widget is providing the relative average time spent in the areas or buildings with restricted
versus unrestricted WLAN access
• The Associated Status is showing the connected versus the non-connected devices in the organization.
Comparing dwell times in restricted versus unrestricted WLAN access can help management to decide how to setup the WLAN to
optimize employee satisfaction and productivity.
A business decision to support BYOD throughout the organization could be supported by this data, and the associated status
provides an overview of how many devices are not (yet) connected. This can be used to make sure the network is designed
appropriately to accommodate the extra data load on the network.
CONCLUSION: The focus of this use case this is leaning towards Make Money with Faster Innovation. It would be reasonable to
conclude there is a relation between WiFi access and where and how long employees stay. Enabling WiFi throughout the
organization can result in a more productive Workforce.
5. Select the Experience – Behavior report.
Figure 35. Experience Behavior
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6. This report has three widgets: Visit Distribution, Path View and Dwell Time Breakdown:
• The Visit Distribution widget shows how many employees have been visiting a focus building or room in relation to other
buildings or rooms in the organization.
• The Path View widget shows the relative paths going to and from a focus area or building.
• The Dwell Time Breaktime widget is a relative representation of the average time an employee spends in the areas or
facilities in the company.
Thanks to this report we have insights on how employees are moving about the campus or in building and where they spend their
time. This is very valuable information to incorporate into a change management plan where the objective is to have employees
collaborate in new ways.
CONCLUSION: This report is delivering extra insights on how to optimize employee productivity by making them collaborate more
efficiently. Additionally, we have insights on building occupancy, space utilization and foot traffic patterns. For example, in the Visit
Distribution we see that of all the people in a building only 6% went to a specific area, so therefor it may be beneficial to
consolidate some areas into one where we reach maybe a 60% occupancy instead of a fragmented occupancy over a set of floors
or areas. This adds also extra data points in how to make money and save money for the organization.
7. Select the Experience – Test of Change.
Figure 36. Experience To Change
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8. In this report we also did setup three widgets, Visitors, Average Dwell Time and Dwell Time Breakdown, where:
• The Visitors widget shows insight about how successful the infrastructure change was to attract more employees to
specific areas in the organization.
• The Average Dwell Time widget shows the difference the time spend in an area or a building with a new setup versus a
traditional setup.
• The Dwell Time Breakdown widget provides insights in the relative breakdown of the employee’s time spend in the new
setup versus the traditional setup.
We can see that in terms of attracting more employees to come together is not really a success; however there is a positive trend
in the time they spent (dwell time).
CONCLUSION: This report is delivering insight on how a new setup is performing against a traditional setup and is a clear case of
Save Money and Avoid Risks. We save money in this way that before rolling the new setup out across the organization, make first
a test installation and measure if it is beneficial, and ovoid the risk of losing money in executing on a wrong setup throughout the
organization.
Summary
As we showed here, by installing CMX on top of the existing WLAN infrastructure and configuring some reports we give insights
into trends on how employees are using the facilities in the company and how are they moving about the company. By using those
trends and insights as extra data points to make calculated business decisions, leading the customer to Faster Innovation and
therefor enable them in a different way to make money, save money and avoid risk.

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Connected Mobile Experience Analytics Story Guide v1

About This Story Guide

• Step 3: Set the Agenda

Set the Agenda – Demonstration Objectives

These scenarios allow you to:

• Demonstrate CMX Analytics capabilities

• Tie demonstration back to customer’s top business initiatives and environment.

• Proactively highlight simplified analytics and trends capabilities

Challenges - Focus on Lack of Business Insights

• Lack of real time visibility into actionable behavior within environment

Benefits - Focus on Use of Trends and Analytics for Faster Innovation

• Easily identify historical trends to support predictive business decisions

Notes on the Demonstration Environment

• CMX (Connected Mobile Experiences Platform)

• Simulated Client/Device traffic, representing a live environment

• Data cannot be modified

• Data cannot be saved

• Consistent demonstration environment

• MSE (Mobility Services Platform version 10.x)

Accessing the Demonstration Platform

Table 1. Main Page Address by Datacenter

Datacenter DNA Demo Platform

Table 2. Step Two: Follow the VOD Walkthrough

Step Two: Follow the VOD Walkthroughs

Table 3. Step Three: Run the Demos

Step Three: Run the Demos

5. Click Sign In.

Figure 2. Welcome to CMX

Scenario 1. Report Overview

• make recommendations on the physical setup/utilization within the facilities

• better support employee collaboration

• create a different setup in an effort to attract more customers

• optimize pricing structures of real estate in malls, or airports

Challenge - Focus on Lack of Business Insights

Benefits - Focus on Use of Trends and Analytics to Faster Innovation

• Easily identify historical trends to support predictive business decisions

Figure 3. Activity Map

2. Select the Analytics tab in the menu.

Figure 4. Analytics Component of CMX

3. The Analytics dashboard of CMX has three main sections:

Figure 5. Main Sections

4. Select the Generic Report Overview in the report list.

Figure 6. Generic Reports Overview

Figure 7. Quick Insight

6. Click one of the quick insight tabs to jump to that widget.

Figure 9. Scroll To Top

Figure 10. Quick Date Selection

Figure 11. Global Configuration Change

Figure 12. Edit Report

13. Time period of the report.

Figure 13. Time Period

14. Add widgets in the report.

Figure 14. Add Widgets

15. Time filter on device appearance.

Figure 15. Time Filter

Figure 16. Widget Selection

• Visitors represents the amount of devices detected in an area over time

Figure 17. Edit Box

Figure 18. Individual Widget Settings

Figure 19. Summary

Figure 20. Go Back

Figure 21. Schedule Reports