Leveraing analytics emetrics_oct 2009
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Dell’s Evolution Leveraging Analytics Globally as a Key Strategic Business Driver
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Transcript of Leveraing analytics emetrics_oct 2009
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
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New Dell.com: Flexible and Immersive
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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
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Avinash Kaushik’s Assessment
Consumer Online Analytics Evolution
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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
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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
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Early Adoption Investment & Standardization
Maturity & Advancement
Innovation 2010+
Leveraging Global Talent People
T&TAnalytics
Reporting
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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
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Building Scalable Technology/ Tools Technology/ Tools
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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
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1
•Showing snapshots; all data are distorted
NO consistent definitionNO historical trendsNOT globally scalableNOT actionable
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New Global Trending Dashboard
•Showing snapshots; all data are distorted
Multiple Country View
KPI Trending
Results?
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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
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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
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2
Site Search
• Revenue contribution is growing• Clickthrough rate is improving
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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
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3
Results?
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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
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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
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Dell’s Evolution
Leveraging Analytics Globally as a Key Strategic Business Driver
Questions?
