Dell’s Evolution

Leveraging Analytics Globally as a Key Strategic Business Driver

Introduction

Gautam Madiman

Senior Manager -Global Consumer Online Analytics and Optimization

Ed Wu

Senior Consultant

Board of Director, WAA

Agenda

• Perspective• Analytics Evolution• Examples• Closing

Perspective

1984 2009

Big Beige Desktops

Turbo PC from PCs Limited

1984 2009

Speeds & Feeds Needs & Deeds

1984 2009

Phone Only Multi-Channel

1984 2009

US Only Global

Consumer Business Priorities

9

New Dell.com: Flexible and Immersive

10

Analytics

Online Analytics Structure at Dell

Global Online

1999

Consumer Biz starts

1996

Selling online 1999 +

Homegrown System Off shore

reporting

2003+

April 2007

Avinash Kaushik

Early Adoption

Consumer Online Analytics Evolution

13

Avinash Kaushik’s Assessment

Consumer Online Analytics Evolution

15

Jan 2008

Advanced testing tool

Oct 08– Jan 09

Analytics tool

2008

BuildGlobal org

Oct 2008

First Global dashboard 2008

Build T&T capabilitywithconsultant

2009

High impact BT and analytics programslaunched

New vendor contract

Aug 09

Investment & Standardization

1999

Consumer Biz starts

1996

Selling online 1999 -2004

Homegrown System Off shore

reporting

2003-2007

April 2007

Avinash Kaushik

Early Adoption

Competing on Web Analytics

16

Oct 08– Jan 09

Consumer Online Analytics Evolution

1999

Consumer Biz starts

1996

Selling online 1999 -2004

Homegrown System Off shore

reporting

2006-2007

Jan 2008 Analytics tool

April 2007

Avinash Kaushik

2008

BuildGlobal org

Oct 2008

Advanced testing tool

First Global dashboard

Relevant Messaging & Customer Focused Targeting, Advanced Analytics

Low High

2008

Build T&T withconsultant

2009

High impact BT and analytics programs

2010 +Continue evolvement- CRM

Dec 09

Adv. analytics tool

New vendor contract

Aug 09

1:1 BT experience

Mid 2010

Late 09 - Early 2010

Advanced segmentation-Vendor consulting

17

Early Adoption Investment & Standardization

Maturity & Advancement

Innovation 2010+

Leveraging Global Talent People

T&TAnalytics

Reporting

18

HQ Texas - Focused on leading drive analytics and best practice sharing

COE India - Reporting, DB mgmt, advanced analytics, testing support globally

Regional Hub

Regional Hub

Regional Hub

Building Scalable Global Analytics Programs

Ideation

Execution

Implementation

Sharing

•Understand Priorities•Set Goals•Leverage best practices•Utilize VOC & Analytics

• Prioritize Roadmap•Design Test & KPI•Monitor and tweak

•Analyze results•Implement winning recipe

• Monetize• Share results• Give credit

Process

19

Building Scalable Technology/ Tools Technology/ Tools

20

Global Standard Metrics

Global Imple-

mentation

Global Platform

Global Organiza-

tion

Examples

ChallengeWe got dashboards… and tons of them!

Actual A/F W/W Actual A/F W/W Y/Y Actual A/F Y/Y

Site Visits (all LOB) K 789 86% +16% 3,300 94% +11% +10% 18,000 86% +6%

Store Visits (all LOB) K 299 71% -3% 1,600 82% +2% +1% 8,000 79% +6%

Consideration 48.0% 83% - 16% 45.0% 87% -8% -8% 50.0% 92% +0%

Store Conversion (Sys) 2.56% 116% +2% 2.68% 109% +5% -1% 3.00% 97% -4%

Sys Units per Visit 1.67% 96% - 15% 1.54% 95% -4% -9% 1.00% 90% -4%

Sys Orders per Visit 1.65% - -15% 1.40% - -3% -9% 1.00% - -5%

Units per 100 Visits 1.08 96% - 15% 1.20 95% -4% -9% 1.50 90% -4%

Revenue per Visit $12.50 93% - 17% $14.50 93% -7% -24% $15.00 92% -19%

Margin per Visit $2.40 74% - 30% $2.50 65% - 30% -53% $1.00 77% -46%

Date WTD

22

1

•Showing snapshots; all data are distorted

NO consistent definitionNO historical trendsNOT globally scalableNOT actionable

1

New Global Trending Dashboard

•Showing snapshots; all data are distorted

Multiple Country View

KPI Trending

Results?

24

1

“holy smoke, that

dashboard is kick @$$!”

“oh my this is a thing of beauty!

Tear in my eye…”

Challenge

We got too many paths, tools on the site

25

2

NO idea how effective they are in converting customers

% of Visits

RPVIndex

Site search Masthead

hmc

AS

sales chat

design studio

ANAV

ratings & reviews

top_cust_picks

CTO

Dealsconfig_ landing

as advertised

Low High

Low

High

Site Pathing / Segmentation

26

2

Site Search

• Revenue contribution is growing• Clickthrough rate is improving

27

3

Site hasn't changed in years. Still has the same problems.

Search sucks. Not intuitive at all to navigate. Prices out of control.--Customer comment

•Assemble a global tiger team•Improve relevancy of top “hit” keywords•Searchandizing

28

3

Results?

29

3

“…In reality, it is exactly this kind

of innovation that makes the

difference.”

10% improvements of Revenue per Visit

Electronics Home Page

•High traffic•Static featured products

•Automatically rendering targeted content real-time improve revenue per visit

Hypothesis

Insights

•Multi-million $ annual rev upsideResults

Default banner and featured categories

Camera ShopperTV ShopperMonitor ShopperLaptop Accessories ShopperGaming ShopperSoftware ShopperPrinter Shopper

30

4

Report-ing Analytics Optimi-

zationBehavior Targeting

Level of EffortsBasic Advanced

Leve

l of I

mpa

cts

Closing

Key Takeaways

Set Business Goals and Track Them

Show the money!

Online Analytics and Optimization embedded in marketing ecosystem

33

Dell’s Evolution

Leveraging Analytics Globally as a Key Strategic Business Driver

Questions?

Contact Us

• Gautam_madiman@dell.com

• Ed_wu@dell.com