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Dell - Internal Use - Confidential

Dell – Internal Use Only – Confidential

Where Predictive Analytics can have a real marketing impact… Shree Dandekar Sr. Director, BI/Analytics Dell Software Group

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Dell - Internal Use - Confidential

Dell – Internal Use Only – Confidential

Leveraging Data & Analytics presents enormous potential for organizations

of CIO’s say they plan to expand Analytics this year or next

Ranking of Analytics & BI in Gartner CIO survey of top technology priorities (2013)

Employment opportunity. By 2015, 4.4M IT jobs globally will be created to support big data, 1.9M IT jobs in US alone!

#1 70% 1.8ZB #1 57% of mid-market companies consider business analytics critical to operations

90% of all the data in the world has been generated over the last two years

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Dell - Internal Use - Confidential

Dell – Internal Use Only – Confidential

The potential benefits are real and are already being experienced today!

Which statement best describes the value you’ve seen from your predictive analytics efforts?

We have measured positive top- and bottom-line impact

We have measured top-line impact only

We believe that we have become more effective, but can’t measure top-line impact

We have measured a cost reduction only

We believe we have become more efficient, but cannot measure impact

We have gained more insight

36%

7%

18%

2%

12%

25%

Based on 126 active respondents.

Companies that rate themselves substantially ahead of their peers in their use of data are

more likely to rate themselves as substantially ahead in financial performance, according to findings from the Economist Intelligence Unit.

Information Week: State of Analytics report Dec 2013

www.cio.com/article/730457/Data_Driven_Companies_Outperform_Competitors_Financially?page=2&taxonomyId=3002

3X

Initial data recording and archiving: begin data recording and very basic ad hoc analysis

“Who or what are my top ten customers & products”

Storing and Modeling: Consolidate data into efficient storage, integrate silo’d data, and apply data quality measures

“How do I best model my business processes and manage data?”

Agility and interactivity for KPIs: Run the business using standardized metrics for rapid response to business changes

“How are we performing? Where do we change or expand?”

Predictions based on trends: Predict future buying trends based on past behavior and financial status

“What is the optimal inventory based on historical trend?

Customer behavioral insights: Learn what my customers think about my company, product, service in real-time.

“Would they recommend us to a friend?” “What is my organization’s Net Promoter Score?”*

Predictive analytics

Proactive reporting

Information consolidation

Casual data access and analysis

Cognitive

analytics

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What do you want to achieve?

The journey: Turning insights to business outcomes

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Building blocks for Predictive analytics

Business value Capabilities

Pivot tables and operational reporting

Data modeling, database architecture, data warehouse design, data profiling

Data cleansing, MDM, transformation, data mart design,

data staging, change data capture

Social listening & modeling, sentiment analysis, mashup modeling, pattern recognition

Data governance, data quality BI & dashboards, KPI metric design

Data mining, cause & effect analysis, forecast modeling,

trend metrics definition Predictive analytics

Proactive reporting

Information consolidation

Casual data access and analysis

Cognitive

analytics

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Dell - Internal Use - Confidential

Dell – Internal Use Only – Confidential

What can predictive analytics tell you?

Courtesy: Gartner

August 2006 Blog outreach expanded beyond tech Support

March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach

December 2006 Ratings and reviews launched on Dell.com

July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006 Michael Dell asks Why don’t we reach out and help

bloggers with tech support issues?

February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell.

June 2007 Dell joins Twitter Sells millions in the first year

October 2007 Community VIP program launched Dell launches recognition program for our most active community members, with private groups and escalated access.

June 2006 Dell TechCenter launched

March 2010 Dell joins Sina Weibo in China

2006 2007 2008 2009 2010 2011

March 2012 Dell and Red Cross launch Digital Operations Center Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster

August 2010 Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year

June 2010 CAP Days launched In-person events for vocal online customers

December 2010 Social Media Listening Command Center launched

More than seven years of social media experience

2013 2012

June 2007 EmployeeStorm launched IdeaStorm for employees

August 2009 Swarm Canada launches Group buying program goes live throughout Canada

May 2009 Swarm launches Group buying program goes live, in Singapore

Feb 2009 Social Innovation Competition Built on IdeaStorm rewarding global social innovation

July 2011 Michael Dell joins Google+ Jumps to #50 in followers, holds first Dell Hangout

July 2010 Michael Dell on Dell Chatter Rolls it out company-wide

July 2011 Dell launches global G+ site

Feb 2012 Dell joins Pinterest

October 2012 Dell launches Subject Matter Expert social media program

January 2013 Dell Launches Social Net Advocacy Real time social sentiment tool

December 2012 Dell launches Social Media Services Group

January 2011 Think Tank program launched

October 2011 Dell launches phase two of VIP program Brings enhanced advocacy relationship to our most passionate community members

October 2009 Dell joins Renren

September 2008 Dell launches Yammer First enterprise social network

October 2009 SMaC organization launched Cross-functional central organization

January 2010 Social Outreach Services team formed @DellCares launched 3 months later

Shifts have happened

everywhere Participants Shifted Authority Shifted

Conversation Shifted

The Screen Shifted

CMO’s are exploring new opportunities by leveraging shifts in marketing

Need for new solutions…

• Majority of social media posts classified as neutral

Poor Sentiment Accuracy

• No actionable insights No Contextual

Information

• Pretty graphs/charts/reports but what is important?

Too many metrics

• How to integrate social in your business? Not easy of Use

Context is key for Business Insights

Clarabridge tagging is by topic

Sentence Topic Sentiment Intensity

1 Hard Drive (-) -2

1 Mini 9 (-) -2

2 Hard Drive Neutral 0

3 Hard Drive (+) 2

Radian6 tagging is at the Post levelSentence Topic Sentiment Intensity

NA Dell Neutral NA

separates into 3 distinct clauses

and assigns sentiment by

topic/context for each clause. Actual Social Media Example Post from Blogspot.com

1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9

3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install"

2) which originally came with an 8GB PCIE SSD.

identifies single topic and

assigns sentiment to entire post.

“(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XPS/USB install”

Customer quote

Actual sentiment/topic assignment…

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Social ROI

Sentiment Gravity

(degree of sentiment)

Domain Influence

Author Credibility

Relevance

What?

• Dynamic • Real-time

• Capture positive / negative opinion

• Analyze at conversation / sentence / topic level

• Analyze context and recency (comment about recent product or EOL product)

• Look for language indicating place in buying cycle

• Segment authors on demographics, sociographics, past transactions, “bias” and the number and “type” of stakeholders they can likely influence

• Take into account where the comment originated

• Recognize that a comment made on WSJ/Forbes is more significant than personal Facebook page

How? Where? Who? When? Why?

What if ….

• Capture degree of sentiment on -5 to 5 scale

• Differentiate between “I like my Dell” and “I love my Dell.”

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Deriving actionable insights through social media conversations

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1 2 3 4 5

Listen: More than 25K Dell conversations every day

Enrich: Filter, categorize and determine sentiment using best-in class NLP and Text Analytics engine

Collate: Calculate metrics -which represents overall brand advocacy and the advocacy behind individual contributing facets of the product / business

Deliver: Real-time tool for tracking and monitoring SNA and actionable insights for business managers

Aggregate: Aggregate all conversations pertaining to Dell / industry / competitors

Confidential

4,328

2,477 2,042

688 1,520

3,024 36 36 32

48

30

41

0

1000

2000

3000

4000

5000

-

10

20

30

40

50

1/10 1/17 1/24 1/31 2/7 2/14

Vo

lum

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f C

on

ve

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SN

A XPS 13 - SNA and Conversations

Volume of Conversations SNARevenue

Re

ve

nu

e

Optimizing product pricing strategy using Social Media analytics

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Dell - Critical Handling - Confidential

Social Media analytics to predict real-time NPS

16

0

2

4

6

8

22

24

26

28

30

Q1 Q2 Q3

NPS

SNA

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Confidential

Using relevant chatter to quickly rectify support issues

17

0

50

100

0

2

4

6

8

10

12

14

Vo

lum

e o

f C

on

vers

atio

ns

(k)

SNA

SNA Wireless Battery Keyboard

Dell - Critical Handling - Confidential

Improved Search Engine Optimization

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Listen to Social Media Conversations

Apply Listening Algorithm and Identify Buzzwords

•Touch screen laptop

•Tablet laptop

•Duo laptop

•And others…

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Confidential

CMOs dashboard using Social Media Analytics

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Dell - Internal Use - Confidential

Dell – Internal Use Only – Confidential

Over 30 years of Information Management software experience

Tool for Oracle Application Development born in 90’s

Quest Software acquires TOAD in 1998

TOAD expands support for Microsoft SQL Server, Sybase, IBM DB2, and MySQL in 2000’s

In 2009, TOAD supports NoSQL, Hadoop, MongoDB, Cassandra, SimpleDB, Azure

Later in 2009 Toad Data Point is launched for data analysts

2010 Dell Acquires Boomi

2011 Toad Decision Point is launched for business users

2012 Toad Intelligence Central launched for collaboration

2012 Dell acquires Quest Software & Kitenga Big Data Analytics

2013 Toad BI Suite 2.0

Boomi Created in 2000

2013 Boomi MDM launched

Social Network Analytics Plaftorm

Quest creates SharePlex in 1999

Quest creates Spotlight in 2000

2012 Dell launches Quickstart Data Warehouse to solve needs of SMB

2014 Dell Acquires StatSoft

Dell & StatSoft founded in 1984

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Dell - Internal Use - Confidential

Dell – Internal Use Only – Confidential

New demands require new data management models and integrated end-to-end solutions

Store Secure Manage Integrate Analyze

The right data in the right place at the right time at the right cost… To make the right decisions!

- Dell Information Ecosystem -

Protect

Information Management

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Dell - Internal Use - Confidential

Dell – Internal Use Only – Confidential

In Closing…

• Start with a sound Data management foundation

• You can change your business future by using forecasts that are predictive

• The value of predictions is in the action taken; Mix forecasts with context

• Social ROI is not a myth!

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Dell - Internal Use - Confidential

Dell – Internal Use Only – Confidential

BACKUP

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Dell - Internal Use - Confidential

Dell – Internal Use Only – Confidential

Social Media maturity cycle

Data recording and Listening

1

Ad-hoc approach Optimized approach

Sentiment Analysis

2

Engagement

3

Customer Care

4

Social ROI

5

Social CRM

6

• Customer sentiment by topics/ Social Properties

• Influencers Vs. Detractor identification

• Marketing automation

• Lead generation

• Content curation

• Social Selling

• Promotions

• Early warning system

• Campaign effectiveness

• Customer feedback metrics

• Competitive intelligence

• Product ideation

• Brand reputation measurement

• Creating brand presence

• Building communities

• Social KPI’s • Social

Dashboards

• Social content creation

• Engaging stakeholders (internal/ external)

• Aggregating Social data

• Data filtering

• Trend monitoring

• Share of voice

• Segmenting data by Social properties

• Reporting

• Geo location

• Customer interaction

• Social Outreach

• Product Design

• Proactive customer care content creation