Leveraing analytics emetrics_oct 2009
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This document discusses Dell's evolution in leveraging analytics globally as a key strategic business driver. It provides an overview of Dell's analytics evolution from early adoption in the late 1990s to increased investment, standardization, and advanced analytics capabilities. Examples are given of challenges Dell addressed through analytics, such as inconsistent dashboards, ineffective site paths, and poor site search. Global teams were assembled and changes were made like new trending dashboards, searchandizing, and targeted automated content that improved key metrics like revenue per visit. The closing emphasizes setting business goals, showing financial impacts, and embedding analytics in the marketing ecosystem.
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Leveraing analytics emetrics_oct 2009
- 1. Dell’s Evolution Leveraging Analytics Globally as a Key Strategic Business Driver
- 2. Introduction Ed Wu Gautam Madiman Senior Consultant Board of Director, WAA Senior Manager -Global Consumer Online Analytics and Optimization
- 3. Agenda Perspective Analytics Evolution Examples Closing
- 4. Perspective
- 5. 1984 2009 Turbo PC from PCs Limited Big Beige Desktops
- 6. 1984 2009 Speeds & Feeds Needs & Deeds
- 7. 1984 2009 Phone Only Multi-Channel
- 8. 1984 2009 US Only Global
- 10. New Dell.com: Flexible and Immersive 10
- 11. Analytics
- 12. Online Analytics Structure at Dell
- 13. Early Adoption Homegrown System Off shore reporting Selling online 1999 + 1996 2003+ 1999 April 2007 Consumer Biz starts AvinashKaushik Consumer Online Analytics Evolution 13
- 15. Consumer Online Analytics Evolution Investment & Standardization Early Adoption Build T&T capability with consultant First Global dashboard New vendor contract Homegrown System Build Global org Off shore reporting Selling online Oct 08– Jan 09 1999 -2004 2008 Aug 09 2008 1996 2003-2007 1999 Oct 2008 April 2007 Consumer Biz starts 2009 Jan 2008 Analytics tool AvinashKaushik High impact BT and analytics programs launched Advanced testing tool 15
- 16. Competing on Web Analytics 16
- 18. Leveraging Global Talent HQ Texas - Focused on leading drive analytics and best practice sharing COE India - Reporting, DB mgmt, advanced analytics, testing support globally Regional Hub People Regional Hub T&T Analytics Regional Hub Reporting 18
- 20. Set Goals
- 22. Utilize VOC & Analytics
- 23. Monetize
- 24. Share results
- 25. Give credit
- 27. Design Test & KPI
- 29. Analyze results
- 31. Building Scalable Technology/ Tools Technology/ Tools 20
- 32. Examples
- 35. Challenge 2 We got too many paths, tools on the site NO idea how effective they are in converting customers 25
- 36. High Low Low High Site Pathing / Segmentation 2 26
- 38. Clickthrough rate is improvingSite hasn't changed in years. Still has the same problems. Search sucks. Not intuitive at all to navigate. Prices out of control. --Customer comment 27
- 40. Improve relevancy of top “hit” keywords
- 41. Searchandizing28
- 42. Results? 3 “…In reality, it is exactly this kind of innovation that makes the difference.” 10% improvements of Revenue per Visit 29
- 45. Level of Impacts Level of Efforts Basic Advanced
- 46. Closing
- 47. Key Takeaways Set Business Goals and Track Them Show the money! Online Analytics and Optimization embedded in marketing ecosystem 33
- 48. Dell’s Evolution Leveraging Analytics Globally as a Key Strategic Business Driver
- 49. Questions?
- 50. Contact Us Gautam_madiman@dell.com Ed_wu@dell.com
Notes de l'éditeur
- Monetize results and net impact to the business Share results globally across the organization Give credit to all stakeholders Continuous improvement
- From senior executive: “We often talk about innovation and think radical change. In reality, it is exactly this kind of innovation that makes the difference.”