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  • 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.”

Leveraing analytics emetrics_oct 2009 Leveraing analytics emetrics_oct 2009 Presentation Transcript

  • Dell’s Evolution
    Leveraging Analytics Globally as a Key Strategic Business Driver
  • Introduction
    Ed Wu
    Gautam Madiman
    Senior Consultant
    Board of Director, WAA
    Senior Manager -Global Consumer Online Analytics and Optimization
  • Agenda
    Perspective
    Analytics Evolution
    Examples
    Closing
  • Perspective
  • 1984
    2009
    Turbo PC from PCs Limited
    Big Beige Desktops
  • 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
  • Early Adoption
    Homegrown
    System
    Off shore
    reporting
    Selling
    online
    1999 +
    1996
    2003+
    1999
    April 2007
    Consumer
    Biz starts
    AvinashKaushik
    Consumer Online Analytics Evolution
    13
  • AvinashKaushik’s Assessment
  • 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
  • Competing on Web Analytics
    16
  • Consumer Online Analytics Evolution
    Early Adoption
    Investment & Standardization
    Maturity & Advancement
    First Global dashboard
    New vendor contract
    Build T&T
    with
    consultant
    Adv. analytics tool
    Build
    Global org
    Homegrown
    System
    Off shore
    reporting
    Selling
    online
    1:1 BT experience
    Innovation
    1999 -2004
    Dec 09
    Oct 08– Jan 09
    2008
    Aug 09
    2010+
    Mid 2010
    1996
    2006-2007
    2008
    1999
    2010 +
    Late 09 - Early 2010
    April 2007
    Oct 2008
    Continue evolvement
    - CRM
    Advanced segmentation
    • Vendor
    consulting
    Consumer
    Biz starts
    2009
    Jan 2008
    Analytics tool
    AvinashKaushik
    High impact BT and analytics programs
    Advanced testing tool
    Relevant Messaging & Customer Focused Targeting, Advanced Analytics
    17
    Low
    High
  • 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
  • Building Scalable Global Analytics Programs
    Process
    • Understand Priorities
    • Set Goals
    • Leverage best practices
    • Utilize VOC & Analytics
    • Monetize
    • Share results
    • Give credit
    • Prioritize Roadmap
    • Design Test & KPI
    • Monitor and tweak
    • Analyze results
    • Implement winning recipe
    19
  • Building Scalable Technology/ Tools
    Technology/ Tools
    20
  • Examples
  • Challenge
    1
    We got dashboards… and tons of them!
    NO consistent definition
    NO historical trends
    NOT globally scalable
    NOT actionable
    • Showing snapshots; all data are distorted
    22
  • 1
    New Global Trending Dashboard
    KPI Trending
    Multiple Country View
    • Showing snapshots; all data are distorted
  • Results?
    1
    “oh my this is a thing of beauty! Tear in my eye…”
    “holy smoke, that dashboard is kick @$$!”
    24
  • Challenge
    2
    We got too many paths, tools on the site
    NO idea how effective they are in converting customers
    25
  • High
    Low
    Low
    High
    Site Pathing / Segmentation
    2
    26
  • Site Search
    3
    • Revenue contribution is growing
    • Clickthrough rate is improving
    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
    27
  • 3
    • Assemble a global tiger team
    • Improve relevancy of top “hit” keywords
    • Searchandizing
    28
  • Results?
    3
    “…In reality, it is exactly this kind of innovation that makes the difference.”
    10% improvements of Revenue per Visit
    29
  • Electronics Home Page
    4
    Insights
    Default banner and featured categories
    Camera Shopper
    TV Shopper
    Monitor Shopper
    Laptop Accessories Shopper
    Gaming Shopper
    Software Shopper
    Printer Shopper
    • High traffic
    • Static featured products
    Hypothesis
    • Automatically rendering targeted content real-time improve revenue per visit
    Results
    • Multi-million $ annual rev upside
    30
  • Level of Impacts
    Level of Efforts
    Basic
    Advanced
  • 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