This document discusses Dell's evolution in leveraging analytics globally as a key strategic business driver. It provides an overview of Dell's analytics evolution from early adoption in the late 1990s to increased investment, standardization, and advanced analytics capabilities. Examples are given of challenges Dell addressed through analytics, such as inconsistent dashboards, ineffective site paths, and poor site search. Global teams were assembled and changes were made like new trending dashboards, searchandizing, and targeted automated content that improved key metrics like revenue per visit. The closing emphasizes setting business goals, showing financial impacts, and embedding analytics in the marketing ecosystem.

1. Dell’s Evolution Leveraging Analytics Globally as a Key Strategic Business Driver

2. Introduction Ed Wu Gautam Madiman Senior Consultant Board of Director, WAA Senior Manager -Global Consumer Online Analytics and Optimization

3. Agenda Perspective Analytics Evolution Examples Closing

4. Perspective

5. 1984 2009 Turbo PC from PCs Limited Big Beige Desktops

6. 1984 2009 Speeds & Feeds Needs & Deeds

7. 1984 2009 Phone Only Multi-Channel

8. 1984 2009 US Only Global

9. Consumer Business Priorities 9

10. New Dell.com: Flexible and Immersive 10

11. Analytics

12. Online Analytics Structure at Dell

13. Early Adoption Homegrown System Off shore reporting Selling online 1999 + 1996 2003+ 1999 April 2007 Consumer Biz starts AvinashKaushik Consumer Online Analytics Evolution 13

14. AvinashKaushik’s Assessment

15. 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

16. Competing on Web Analytics 16

18. 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

20. Set Goals

21. Leverage best practices

22. Utilize VOC & Analytics

23. Monetize

24. Share results

25. Give credit

26. Prioritize Roadmap

27. Design Test & KPI

28. Monitor and tweak

29. Analyze results

30. Implement winning recipe19

31. Building Scalable Technology/ Tools Technology/ Tools 20

32. Examples

35. Challenge 2 We got too many paths, tools on the site NO idea how effective they are in converting customers 25

36. High Low Low High Site Pathing / Segmentation 2 26

38. Clickthrough rate is improvingSite 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

40. Improve relevancy of top “hit” keywords

41. Searchandizing28

42. Results? 3 “…In reality, it is exactly this kind of innovation that makes the difference.” 10% improvements of Revenue per Visit 29

45. Level of Impacts Level of Efforts Basic Advanced

46. Closing

47. Key Takeaways Set Business Goals and Track Them Show the money! Online Analytics and Optimization embedded in marketing ecosystem 33

48. Dell’s Evolution Leveraging Analytics Globally as a Key Strategic Business Driver

49. Questions?

50. Contact Us Gautam_madiman@dell.com Ed_wu@dell.com