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Having the 360° view of the customer

“Our focus is to enhance customer satisfaction through marketing tactics. Combin-ing all our data has helped us better know our customers and better serve them.

CA S E S T U DY

INDUSTRY

• Hardware / Software

INFORMATION• HQ: China and USA

• 10,001+ employees

USE CASE• Customer experience

• SalesandMarketingefficiencies

CHALLENGE• Aninfluxofon-premise,cloudand SaaS-based technologies

TALEND PRODUCT USED • Talend Big Data

RESULTS

• 18% increase in attach rate for ThinkPad laptop series

• 11% increase in revenue per retail unit with conjoint analysis

• $1M reduced operating cost within 6 months

”Marc Gallman, Big Data Architecture Global Business Intelligence, Lenovo.

Lenovo is a US$46 billion personal technology company, the number one PC maker and number four smartphone company in the world, serving customers in more than 160 countries. Dedicated to building exceptionally- engineered PCs and mobile internet devices, the business is built on product innovation, ahighly-efficientglobalsupplychainandstrong strategic execution.

An influx of on-premise, cloud and SaaS-based technologiesIt’s all part of what we call the “PC+” world, where people use PCs as well as a range of smart devices. In this PC+ era, a singular focus on outpacing the competition in terms ofmarketshare,profit,ranking,etc.isnotenough. To be a truly innovative company, you need to create new categories of products that enhance the customer experience and differentiate the company from the competition.

“The customer expectations have been changing over the years. Being that they want things faster, we have to be able to identify the customer expectations more quickly,” says Marc Gallman, Senior Manager, Big Data Architecture Global Business Intelligence.

How well do you know your customers? “Our vision was to measure customer behavior across the customer journey and across four screen channels to drive stronger end-to-end campaign performance and lift Lenovo.com sales,” Gallman says.

“We needed to answer those typical questions: Whichoptionsinfluencecustomerdecisionsfor T450s the most? Which type of hard-disk would make the T450s more preferable to ourcustomers?WhichT450sconfigurationwould sell more? How to enhance customer

preference for our products? The data explains customer’s preferences.”

To answer those questions, Lenovo is working withavarietyoflargedatasets.Theinfluxof on-premise, cloud and SaaS-based technologies were creating a problem of data connectivity. In 2013, the Lenovo Global Business Intelligence needed to migrate away from a vendor to whom they had outsourced all of their data management. With no budget, no team, and no platform, Lenovo had to start from scratch.

“We needed to develop a predictive analytics practice which is channel agnostic and delivers ubiquitous & real-time information across the organization,” says Gallman.

Why Talend?Gallman says: “We chose Talend because of their native support to execute on big data platforms like Hadoop and their ability to cultivate a community through their open-source version.”

Gallman goes on: ”Lenovo has no tolerance for things not working. We need things executing 24/7. One of the great thing about Talend is that we have been able to experience the product because it was open source.”

”We decided to do a hybrid big data architecture of Amazon Web Services (AWS) and our own Lenovo servers. The idea was to maintain the privacy and security of our data and also benefitfromthecloud.Talendquicklybecamea core component of this architecture.We moved to the Enterprise version to guarantee a certain level of support in the organization. We like that all is integrated in one solution: the orchestration, the

development as well as the scheduling across the multiple environments.”

Lenovo chose Talend Big Data to help better understand their customers by acquiring datasets from a variety of touch points - including third parties, social networking feeds and APIs.

With Talend Big Data, Lenovo has built an elastic hybrid-cloud platform to analyze +22 billion customer information annually. LUCI Sky is supporting real-time business intelligence and operational analytics: 250+ Terabytes of data and 60+ different types of data sources are captured annually across Lenovo ‘s business units: transactional data, web data, customer sentiments surveys, chat/phone sessions, social data. 8,300 reports are delivered annually to over 615 users across Lenovo providing real-time dashboards, API data feeds & data analysis.

Gallman says: “Talend’s extensible architecture and user-based licensing model gave us the flexibilityandversatilitywewerelookingforwhile still providing us with room for further growth.”

“Using Talend Big Data, we have nearly 300 data integration processes running at the same time against a multiplicity of data types and sources, and we expect these numbers to keep rising as we develop the approach.”

11% increase in revenue per retail unitGallman goes on: ”Lenovo has achieved many benefitsalready.“Withconjointanalysis,we can take 5,000 combinations per device andweareabletofindwhatdevices,configurationscustomerscaremostabout,”explains Gallman. “Through that exercise we are actually able to drive up a revenue per unit by 11%. The attach rate for ThinkPad laptop series has also increased by 18%. These are accessories such as docks, cases etc.”

In terms of cost savings, Lenovo has saved about $140,000 in initial migration costs alone. Lenovo operational costs (employee costs) were reduced by over $1 million within 1 year (34%) while productivity increased by 2.3x. This allowed to quickly build a team and establish production level security and uptime.

In addition, Talend has helped improve reporting performance and cut certain process times by a matter of hours to minutes. The ease of use of the Talend platform also allows to deliver on requests to continually increase velocity in acquiring data. The time to market on 95%+ of requests is 14 days.

Theseincreasesinefficiencyultimatelyresultin faster, smarter decisions that positively impact marketing strategies – both regionally and globally. With more rapid and frequent access to data, Lenovo can make quick changes to marketing campaigns.

“We want people to have fun and be engaged with our products. The 360° view of the customer that we have been able to achieve over the last several years, has really given us a sense of acceleration. We are able to get answers and insight faster to understand what our customers are expecting from a personalized customer experience and what products they are expecting from a customization standpoint.”

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