Leveraing analytics emetrics_oct 2009

436 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
436
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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

    1. 1. Dell’s Evolution<br />Leveraging Analytics Globally as a Key Strategic Business Driver<br />
    2. 2. Introduction<br />Ed Wu<br />Gautam Madiman<br />Senior Consultant<br />Board of Director, WAA<br />Senior Manager -Global Consumer Online Analytics and Optimization<br />
    3. 3. Agenda<br />Perspective<br />Analytics Evolution<br />Examples<br />Closing<br />
    4. 4. Perspective<br />
    5. 5. 1984<br />2009<br />Turbo PC from PCs Limited<br />Big Beige Desktops<br />
    6. 6. 1984<br />2009<br />Speeds & Feeds<br />Needs & Deeds<br />
    7. 7. 1984<br />2009<br />Phone Only<br />Multi-Channel<br />
    8. 8. 1984<br />2009<br />US Only<br />Global<br />
    9. 9. Consumer Business Priorities<br />9<br />
    10. 10. New Dell.com: Flexible and Immersive <br />10<br />
    11. 11. Analytics<br />
    12. 12. Online Analytics Structure at Dell<br />
    13. 13. Early Adoption <br />Homegrown <br />System <br />Off shore <br />reporting<br />Selling <br />online<br />1999 +<br />1996<br />2003+<br />1999<br />April 2007<br />Consumer <br />Biz starts<br />AvinashKaushik<br />Consumer Online Analytics Evolution<br />13<br />
    14. 14. AvinashKaushik’s Assessment<br />
    15. 15. Consumer Online Analytics Evolution<br />Investment & Standardization<br />Early Adoption <br />Build T&T <br />capability<br />with<br />consultant<br />First Global dashboard <br />New vendor contract<br />Homegrown <br />System <br />Build<br />Global org<br />Off shore <br />reporting<br />Selling <br />online<br />Oct 08– Jan 09<br />1999 -2004<br />2008<br />Aug 09<br />2008<br />1996<br />2003-2007<br />1999<br />Oct 2008<br />April 2007<br />Consumer <br />Biz starts<br />2009<br />Jan 2008<br />Analytics tool<br />AvinashKaushik<br />High impact BT and analytics programs<br />launched<br />Advanced testing tool<br />15<br />
    16. 16. Competing on Web Analytics<br />16<br />
    17. 17. Consumer Online Analytics Evolution<br />Early Adoption <br />Investment & Standardization<br />Maturity & Advancement<br />First Global dashboard <br />New vendor contract<br />Build T&T <br />with<br />consultant<br />Adv. analytics tool<br />Build<br />Global org<br />Homegrown <br />System <br />Off shore <br />reporting<br />Selling <br />online<br />1:1 BT experience <br />Innovation<br />1999 -2004<br />Dec 09<br />Oct 08– Jan 09<br />2008<br />Aug 09<br /> 2010+ <br />Mid 2010 <br />1996<br />2006-2007<br />2008<br />1999<br />2010 +<br />Late 09 - Early 2010 <br />April 2007<br />Oct 2008<br />Continue evolvement<br />- CRM<br />Advanced segmentation<br /><ul><li>Vendor </li></ul>consulting<br />Consumer <br />Biz starts<br />2009<br />Jan 2008<br />Analytics tool<br />AvinashKaushik<br />High impact BT and analytics programs<br />Advanced testing tool<br />Relevant Messaging & Customer Focused Targeting, Advanced Analytics <br />17<br />Low<br />High<br />
    18. 18. Leveraging Global Talent <br />HQ Texas - Focused on leading drive analytics and best practice sharing <br />COE India - Reporting, DB mgmt, advanced analytics, testing support globally<br />Regional Hub<br />People<br />Regional Hub<br />T&T<br />Analytics<br />Regional Hub<br />Reporting<br />18<br />
    19. 19. Building Scalable Global Analytics Programs<br />Process<br /><ul><li>Understand Priorities
    20. 20. Set Goals
    21. 21. Leverage best practices
    22. 22. Utilize VOC & Analytics
    23. 23. Monetize
    24. 24. Share results
    25. 25. Give credit
    26. 26. Prioritize Roadmap
    27. 27. Design Test & KPI
    28. 28. Monitor and tweak
    29. 29. Analyze results
    30. 30. Implement winning recipe</li></ul>19<br />
    31. 31. Building Scalable Technology/ Tools<br />Technology/ Tools<br />20<br />
    32. 32. Examples<br />
    33. 33. Challenge<br />1<br />We got dashboards… and tons of them!<br />NO consistent definition<br />NO historical trends<br />NOT globally scalable<br />NOT actionable<br /><ul><li>Showing snapshots; all data are distorted</li></ul>22<br />
    34. 34. 1<br />New Global Trending Dashboard<br />KPI Trending<br />Multiple Country View<br /><ul><li>Showing snapshots; all data are distorted</li></li></ul><li>Results? <br />1<br />“oh my this is a thing of beauty! Tear in my eye…”<br />“holy smoke, that dashboard is kick @$$!”<br />24<br />
    35. 35. Challenge<br />2<br />We got too many paths, tools on the site<br />NO idea how effective they are in converting customers<br />25<br />
    36. 36. High<br />Low<br />Low<br />High<br />Site Pathing / Segmentation<br />2<br />26<br />
    37. 37. Site Search<br />3<br /><ul><li>Revenue contribution is growing
    38. 38. Clickthrough rate is improving</li></ul>Site hasn't changed in years. Still has the same problems. Search sucks. Not intuitive at all to navigate. Prices out of control.<br />--Customer comment<br />27<br />
    39. 39. 3<br /><ul><li>Assemble a global tiger team
    40. 40. Improve relevancy of top “hit” keywords
    41. 41. Searchandizing</li></ul>28<br />
    42. 42. Results? <br />3<br />“…In reality, it is exactly this kind of innovation that makes the difference.”<br />10% improvements of Revenue per Visit<br />29<br />
    43. 43. Electronics Home Page<br />4<br />Insights<br />Default banner and featured categories<br />Camera Shopper<br />TV Shopper<br />Monitor Shopper<br />Laptop Accessories Shopper<br />Gaming Shopper<br />Software Shopper<br />Printer Shopper<br /><ul><li>High traffic
    44. 44. Static featured products</li></ul>Hypothesis<br /><ul><li>Automatically rendering targeted content real-time improve revenue per visit</li></ul>Results<br /><ul><li>Multi-million $ annual rev upside</li></ul>30<br />
    45. 45. Level of Impacts<br />Level of Efforts<br />Basic<br />Advanced<br />
    46. 46. Closing<br />
    47. 47. Key Takeaways<br />Set Business Goals <br />and Track Them<br />Show the money!<br />Online Analytics and Optimization embedded in marketing ecosystem<br />33<br />
    48. 48. Dell’s Evolution<br />Leveraging Analytics Globally as a Key Strategic Business Driver<br />
    49. 49. Questions?<br />
    50. 50. Contact Us<br />Gautam_madiman@dell.com<br />Ed_wu@dell.com<br />

    ×