Course5 Intelligence helps organizations drive digital transformation through analytics and artificial intelligence. It builds capabilities for clients to make strategic and tactical decisions regarding customers, markets, and competition. Course5 recognizes the importance of customer centricity, innovation, and empowerment. Lenovo established an analytics-driven digital trading desk to orchestrate partnerships, data, technology, analytics, and teams to improve marketing, customer experience, and business performance in response to trends of the digital generation. The desk enables strategic alignment, experimentation, and personalized experiences across channels.

1. ANALYTICS
DRIVEN
DIGITAL
TRADING
DESK
ANALYTICS
DRIVEN
DIGITAL
TRADING
DESK

2. About
Course5
Intelligence
We drive Digital Transformation for businesses through
Analytics Insights Artificial
Intelligence
We build for organizations the capabilities and intelligence to
make the most effective strategic and tactical moves related to
customers, markets, and competition
Our Values
Customer Centricity, Innovation,
Empowerment
Recognition
Deloitte Technology Fast 50 (4 years) | Red
Herring Top 100 Asia/Global and One of
the Most Innovative Company (3 years) |
Fortune Global Outsourcing 100 Rising Star
(3 years) | Top 10 Analytics and Data
Science Providers in India (2017) by
Analytics India Magazine

3. Housekeeping
Items
Recording
Recording will be available on our website www.course5i.com
Twitter
Continue the conversation on Twitter using #DigitalTradingDesk
Questions
You can ask questions at any time using the Q&A Panel

4. About
Presenters
Anees Merchant
Senior Vice President
Shannon Murray
Director
Megha Chaudhry
Global Head, Marketing

5. Background
Customers have more
information
Brand loyalty is a big question
Online and Offline
convergence

6. Convince
SellExperience

7. From a
planning of
6 to 8 weeks in
a year about
~5 years ago,
it has moved
to a 52 weeks
planning for
all retailers
Sports
Prime Days,
Billion Day,
Black
Friday,….
Holidays
National
Days
Other
events
Door
Busters,
Weekend,…
Jan
Feb
Mar
Apr
May
June
July
Aug
Sep
Oct
Nov
Dec

8. Things to Plan
Store
(Physical / Web)
Products
Marketing
Customer
Experience
Brand

9. Things to Plan
Store
(Physical / Web)
Products
Marketing
Customer
Experience
Brand
• Customer Service
• Return Policy
• Footfalls
• Merchandising
• Locations
• Layout
• Selection
• Price
• Availability
• Quality
• Trial Size
• Brand health
• Communications
and Campaigns
• Community
• Informational
resources
• Awareness
• Transactions
• Advertisements
• Promise fulfilment
• Unmet needs
• Behaviours,
Attitudes,
Perceptions
• Category /
Product focus

10. Things to
Orchestrate
Partners
Data
Technology
Analytics
People & Teams
Schedule

11. 11
© Course5 Intelligence
WIP

12. Case Study
Lenovo’s Journey

13. • Lenovo acquired
IBM PC division;
$13B PC entity, 6th
in the world
• Lenovo
eCommerce, 5
countries
• eCommerce
transformation
begins
• Analytics is limited to
just reporting
• 30 countries, B2B and
B2C, major priority
• Significant benefits from
an extensive Advanced
Analytics implementation
• Real time is days,
predictive and model
based approach
2005 2006 2018
Background
Lenovo
eCommerce

14. Analytically
Impaired
Stage
01
*Adapted from Competing on Analytics, by T. Davenport and J. Harris, Harvard Business School Press, 2007
Localized
Analytics
Stage
02
Functional
managers build
analytics
momentum and
executive interest
through
applications of
basic analytics
Business value is disproportionate as you move across the various stages
Data Transformation
Model Evolution |
First step is acceptance
Analytical
Aspirations
Stage
03
Executives
commit to
analytics by
aligning resources
and setting a
timetable to build
a broad analytical
capability
Analytical
Company
Stage
04
An Enterprise-
wide analytics
capability is under
development; top
executives view
analytic capability
as a corporate
priority
Analytical
Competitor
Stage
05
The company is
routinely reaping
benefits from its
enterprise-wide
analytics
capability and
focuses on
continuous
analytics review

15. ~$200M
Assisted Revenue
60+
Data Source
~1 Peta Byte
Data
10,000+
Interactors
600+ Active Users
250+ Dashboards
7.5k+
Dashboard Views/
Month
100+
Employees
29+
Stakeholders
10+
Partners

16. WHY?
Overall Strategy and
market drivers shaped our
approach in evolving Data
Science and its practice

17. 3 Forces
Driving
Lenovo’s
Adoption
Marketing
Evolution
Digital
Generation
Customer
Experience

18. The
Marketing
Evolution?
Mass
Marketing
Digital
Marketing
Digital
Engagement
Method:
Target Marketing
Forms:
Search & Display,
video
KPI:
Page Visits,
Conversion
Method:
Engagement
Marketing
Forms:
Collaborative
Marketing, and
Relationship building
KPI:
Advocacy & Loyalty
Method:
Mass Marketing
Forms:
TV, Print, Billboards
KPI:
Impressions &
Awareness

19. 38% 81% 77%
Use 4 Or More
Device In a
Single Day
Prefer and Trust
Social Over
Tradtional
Advertising
Consider a
Personal
Accomplishment
More Important
Than Home
Ownership
Trust Product
Reviews and
Information On
Brand Websites
ALWAYS
CONNECTED
COMMUNAL/
INCLUSIVE
PROUD/SELF
EXPRESSIVE
TRUSTING OF
OTHERS LIKE
THEM
30% THE DIGITAL
GENERATION
IS DIFFERENT

20. CUSTOMER EXPERIENCE IS A TRUE END TO END PROCESS
Inspire the Digital
Generation to explore
the Lenovo brand.
Cultivate our influence- activate
our brand advocates and become
a credible resource.
Live in our Digital Generation’s
passion and interest areas- to
trigger conversion.
Welcome them to the
world of Lenovo.
EXCITE EXPLORE CONNECT OWNERSHIP

21. CUSTOMER ADVOCACY IS A DATA DRIVEN ACTIVITY NOW
Provide amazing content with talk
value that’s worth sharing.
Incentivize to co-create and live
the brand experience.
Enable the Digital
Generation to write the
brand story.
SHARE PARTICIPATE ADVOCATEOWNERSHIP

22. 22
Lenovo’s Own Digital
Trading Desk

23. Store (Physical
/ Web)
Products
Marketing
Brand Push
Customer
Experience
Competition
AnalyticsTeams
ALIGNMENT OF STRATEGY + DATA + EVENTS
Effective teams (4P)
Merchandizing
eCommerce
Pricing
Supply Chain
Inputs to Strategy
Definition of Strategy
Monitoring of Strategy
(Timely)
Readouts

24. Key outcomes
Strategic impact
• Revenue
• Customer experience
Operational
• Predictable outcomes
• Increased experimentation
• Channels
• Types of offers
• Product bundling
• Personalization

25. Anees Merchant
anees.merchant@course5i.com
United States | United Kingdom | India | United Arab Emirates
www.course5i.com
Q&A

26. Thank You