1. Say Nay to the Naysayers
Adrian Olvera
Global Business Development Manager
Dell Consumer & SMB CRM

3. The power to do more.
Today Dell connects with more than 5.4 million customers every day
— on the phone, in person, on Dell.com and, increasingly, through
social networking sites.
We make technology more accessible to people and organizations
around the world. We ship more than 110,000 systems every day to
customers in 180 countries — that’s more than one every second.
Today Dell.com reaches customers in 180 countries and 34
languages around the world.
North America Consumer CRM

4. As Email marketers, Where have we come
from and where are we today?
• Focus on real time
Current dynamic information and
Future State
State data
• Design Global tools and
applications with cross
market / channel
emphasis
• Global vendor / partner
relationships that move
you forward
Best of Breed
4 Confidential North America Consumer CRM

5. Innovating
Relevance
5 Confidential 12/12/2011 North America Consumer CRM

6. Best of Breed Technology
Models existing, real-time, and “learned” data to try to best predict the
probability of Dell customer behaviors for service and sales offers
Multi use tool that spans global needs; tech support, sales, online, social, chat,
and email
Simple integration into existing Dell platforms
Prediction
Eligibility
Recognition
6 Confidential North America Consumer CRM

7. Behavior targeting,
scoring and
propensity models
Customer identity,
data collection,
profiling,
segmentation
Relevant Communication,
Messaging, and Offer
Generation
Adaptive Learning
and Real Time
decisions
North America Consumer CRM

8. What would it look like?
Hero is flexible by segment
but may be dynamic
Complete dynamic
rendering of product
details and price
1x1 segmented
recommendations for
each subscriber
Data from each email
influences the model to
improve the 1x1
recommendations
8 Confidential North America Consumer CRM

9. But Wait -- How do you actually drive real
change to the business?
Infrastructure
• Say nay to the
naysayers. Believe in • Retrain or staff more
the vision. • Developing a solution resources as needed
• Empower your team with IT to support
to push and stay sales as well as email
focused. marketing
• Working with multiple
Make the ESPs globally
Maintain It
Case
North America Consumer CRM

10. The Path to Change. The Good Kind.
Know everyone’s
internal role in the
process. Develop KPIs
for the program to help
them meet their own
goals, not just yours.
Leverage the ESPs Make everything easy on
strengths, but don’t IT. Push your vendors to
expect them to drive align to maintain a single
the change alone solution internally.
Ongoing Support. Continuous over
Along with training, communication.
develop a longterm Because people don’t
plan for any additional pay attention in
staffing or support. meetings
North America Consumer CRM

11. Thank you.
Adrian X Olvera
Business Development Manager, Dell Consumer & SMB CRM
Adrian_olvera@dell.com
North America Consumer CRM