This presentation describes some of the digital analytics best practices we used at Dell to establish and maintain a solid global digital analytics program. Presentation slides from Omniture Summit 2010.

1. We have one of the largest
websites in the world
Last Year, we had…
• 1.7 Billion Visits
• From Half a
Billion Visitors
• Who viewed 8
Billion Pages
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2. We Have Complexity
• Dell has an online presence in
over 100 countries and is
translated into 26 languages
• 4 Global Business Units
• Thousands of System
Configurations
• Thousands of Online Stores
2 Confidential Global Marketing
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3. Corporate Governance
Joel Wright

4. Scale & Complexity Bring Opportunity
Communication
Large Public
SMB Solutions
Enterprise
CSMB
Consumer
Global Online Team
4 Confidential Global Marketing
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5. Centralized Analytics Operations
Tool Strategy/Support
Governance
Global Implementation
Online BU / IT Partnering
Team
Vendor Management
Training / Adoption
Global Online Platform
Dynamic, Scalable & Reliable
eCommerce Platform
5 Confidential Global Marketing
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6. 100+ Report Suites.
1 Solution Design.
6 Confidential Global Marketing
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7. Define “Visits”
Global Marketing
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8. Define “Visits”
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Global Marketing
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9. Define “Visits”
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Global Marketing
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10. Define “Visits”
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Global Marketing
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11. Define “Visits”
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Global Marketing
© Thinkstock

12. Define “Visits”
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Global Marketing
© Thinkstock

13. Define “Visits”
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Global Marketing
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14. Training & Support
Jim Parker

15. Training and Support
Omniture Users
 Introductory Training
 Dell Support Mailbox
Basics  Dell Wiki for Omniture
Tools
 Weekly Workshops
Intermediate
 Formal Certifications
Advanced  Bi-Weekly SME Forum
15 Confidential Global Marketing

16. Lessons Learned
• Centralize analytics operations
• Fight the good fight to standardize
(early)
• Organize an Analytics & Testing
Council (steering committee)
• Ongoing access to training /
workshops helps adoption
• Include training in contract
negotiations
• Staff appropriately for internal
support
16 Confidential Global Marketing
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17. Questions?
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