Lenovo, the marketer of ThinkPad computers, has recently transformed from a global #4 PC player to global #2, with significant contributions from global eCommerce. The ThinkPad brand has expanded globally and has harnessed the power of crowdsourcing and social engagement in an authentic way. Lenovo's Ajit Sivadasan presents key insights and lessons learned that marketers can take back to their organizations.

1. WILL DATA SAVE US?
XCMO SUMMIT Austin
Ajit Sivadasan VP/GM Lenovo.com
May, 2014
| ajitsivadasan
Email | ajit@lenovo.com

2. 2
MARKETING‟S BIGGEST CHALLENGE?

3. DATA IS EXPLODING
EVERYTHING IS
DIGITAL

4. FROM 1.8Z IN 2011
TO 7.9Z IN 2015
1 Z ~ 1x10 E 18 Bytes
T O P E Z
www.saphana.com

5. WHAT’S DRIVING CHANGE?
COPYRIGHT(C) AJIT SIVADASAN, 2013
CUTOMER MIGRATION ONLINE
DRAMATIC AND REAL
 560% growth in adoption since 2000
 Move to massively online platforms; Khan‟s academy, Code‟s academy
SOCIAL AND MOBILE PUSHING
SPEED OF COMMUNICATION TO „0‟
 Social media reaches 82% of the world and uses 19% of total time spent
online (Comscore 2011)
 Model turning to „Engagement‟; First Digital, then Mobile, What next?
 Content increasingly the currency of engagement
TRADITIONAL ADVERTISING AND
MARKETING MODEL CHALLENGED
DIGITAL DATA CREATING
CHALLENGES & OPPORTUNITIES
 From 2005 to 2020, the digital universe will grow by a factor of 300
 130 exabytes to 40,000 exabytes, or 40 trillion gigabytes
 From now until 2020, the digital universe will about double every two years
TOTAL DATA EXPLODING, COST
OF COMPUTING DOWN, COST OF
ACCESS INCREASING
 33% of available data can be explored for insights 2020 (IDC) vs. 25% today
 Cost/GB will approach <$1 by 2020 even as investments approach $8T

6. MORE DOESN‟T
MEAN MORE
RELEVANT OR
THAT IT CAN BE
MEANINGFULLY
LEVERAGED
Source: www.jisc.ac.uk

7. UNSTRUCTURED
DATA DRIVING
SIGNIFICANT
PORTION OF THE
OVERALL DATA
Source: datanami.com

8. MARKETING
TECHNOLOGY
ECO SYSTEM IS
BROAD,
COMPLICATED
AND EVOLVING
CONTINUOUSLY

9. REAL TIME
DECISION
MAKING IS THE
ULTIMATE GOAL
Source: Infocus.emc.com

10. PUNCH LINE?
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DATA IS CENTRAL TO EACH AND EVERY
INTERACTION AND WILL DRIVE HIGHER
ACCOUNTABILITY AND EFFICIENCY…..
HOW IS THIS IMPORTANT FOR BRANDS?

11. 11
BRANDS ARE IN TROUBLE
COPYRIGHT(C) AJIT SIVADASAN, 2013
134,000 CUSTOMERS IN 23 COUNTRIES WERE ASKED WHAT
THEY THOUGHT ABOUT 700 BRANDS (Havas Media)
 A majority felt they could live with 73% of the brands VANISHING
 EUROPE and AMERICA, 92% would not be missed
STUDY BY BCG FOUND THAT 46% MILLANIELS USE THEIR
SMARTPHONES TO CHECK PRICES AND ONLINE
COMMENTS WHEN THEY VISIT A SHOP
CONSUMERS ARE BOMBARDED WHEREEVER THEY LOOK
 Average westerner sees a logo 3000 times a day
THE ECONOMIST FEB 1ST 2014, SCHUMPETER

12. THE MARKETING EVOLUTION?
COPYRIGHT(C) AJIT SIVADASAN, 2013
Mass Marketing Digital Marketing Digital Engagement
METHOD:
Mass Marketing
FORMS:
TV, Print, Billboards
KPI:
Impressions & Awareness
METHOD:
Targeted Marketing
FORMS:
Search & Display, video
KPI:
Page Visits, Conversion
METHOD:
Engagement Marketing
FORMS:
Collaborative Marketing,
and Relationship building
KPI:
Advocacy & Loyalty

13. 13 COPYRIGHT(C) AJIT SIVADASAN, 2013
HYPOTHESIS
ALL THINGS EQUAL…..MARKETING THAT IS
INCLUSIVE AND EMBRACES THE POWER OF
DIGITAL/MOBILE/SOCIAL CAN DRIVE
SIGNIFICANT DIFFERENTIATION, HIGHER
ACCOUNTABILITY AND EFFICIENCY

14. 14 COPYRIGHT(C) AJIT SIVADASAN, 2013
“ BIG DATA IS LIKE TEENAGE SEX,
EVERYONE TALKS ABOUT IT, NOBODY
REALLY KNOWS HOW TO DO IT, EVERYONE
THINKS EVERYONE ELSE IS DOING IT, SO
EVERYONE CLAIMS THEY ARE DOING IT...”
– Dan Ariely

15. MARRYING SEGMENTATION DATA WITH
CLICK STREAM DATA CAN YIELD PRECISE
VALUE PROPOSITIONS
1.

16. 16 COPYRIGHT(C) AJIT SIVADASAN, 2013
© NEUSTAR, INC. / PROPRIETARY AND CONFIDENTIAL
PREDICTIVE SEGMENTATION  MEASURABILITY

17. 17 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
MARRYING VALUE PROPOSITIONS  CONVERSION
COPYRIGHT(C) AJIT SIVADASAN, 2013
CREATE
• Develop the link
between e1 and
Lenovo
LISTEN/
ANALYZE
• Identify unique VALUE
PROPOSITION for 8
product groups
ACTIONS
• Display a unique
VALUE PROPOSITION
RESULTS
• Order Conversion
75.5% lift
• Revenue per Visitor
58.5% lift
• 8X ROI
Convertible
Tablet

18. CLICK STREAM DATA ANALYSIS CAN
REVEAL BEHAVIORAL TENDENCIES THAT
CAN BE ADDRESSED MEANINGFULLY
2.

19. OBSERVED BEHAVIOR  PREDICTIVE EXPERIENCE
COPYRIGHT(C) AJIT SIVADASAN, 2013
Loyal
Customers
Offer Seekers
Up and Moving
Visitors
Wanderers/Irregular Visitors
Lenovo.com Clickstream Data
–476 parameters for every click
–2.5 Terabytes in size
–~1 million visitors per day
Clustering Visitors
Personal
Targeting
Offers
Targeted Content
Campaigns And
Targeted Content
Visitor
Segment

20. Segment 5:
carting 32%
checkout 7%
Segment 19:
carting 12%
checkout 2%
Segment 2:
carting 14%
checkout 3%
Segment 12:
Carting & checkout 0%
Campaigns Targeted: 50%
COPYRIGHT(C) AJIT SIVADASAN, 2013
CLUSTERING DRIVES PRIORITIZATION

21. PRIORITIZATION RELEVANT ENGAGEMENT ?
Action
Recommendations
Converts,
Conversion Ratio
& Improvement
%
Identified
prospects
Average number
of unique visitors
on a day (May
21st to June11th )
971,537
High Probability
6,525
417
6.77%
4296%
Targeted
Campaigns
display / email
Medium
Probability
112,956
579
0.54%
252%
Internal
Promotions
Low Probability
852,056
492
0.06%
(62%)
No Promotions /
Zero cost
promotions
TARGET 1% OF VISITORS TO MAXIMIZE SALES ROI

22. ALL DIGITAL, ALL SOCIAL CAMPAIGNS
CAN DRIVE REAL TIME MEASUREABILITY
AND OPTIMIZATION…AND, BE MORE
INCLUSIVE
3.

23. 23 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
YOGA TABLET

24. 24
REAL TIME BUZZ  MEASUREABLE, ACTIONABLE
Conversation Highlights:
#BetterWay
 1.6K mentions during launch
 Fell to 630 post launch
 Lenovo handles and Ashton
Kutcher posts continued to
gain retweets on day after
launch
Yoga Tablet
 13K mentions over 2 days
 Fell to 2K post launch
 Mentions continued post-
launch as more countries
joined
The livestream is
beginning in LA
aplusk really excited to
help shape future of
tech with @Lenovo …
Say hello to our
newest employee.
@aplusk #lenovo
#betterway
Oct 29: Yoga Tablet Android-powered
multimode apparent 18 hr battery life
May 17: Lenovo IdeaPad Yoga 11S
made available online
N = 21.3K
YOGA TABLET just
revealed onstage!
During Post Launch
N = 5K
Oct 30: @mashable
Lenovo's Yoga Tablet
Oct 3rd: Dell‟s
new Venue tablet
During Post Launch
#BetterWay
Yoga Tablet

25. 25
COPYRIGHT(C) AJIT SIVADASAN, 2013
FACEBOOK
Reach: 8M people
804K clicks, likes, comments and shares
TWITTER
Reach: ~15M people & 2K retweets
#betterway  121% higher engagement
VINE
180K views of teaser videos
YouTube
2.3M videos views
LENOVO.COM
1.4M views & 326K unique visitors, 20% SEO LIFT
CAMPAIGN METRICS (30 Days)

27. FINAL THOUGHTS
 DATA IS CENTRAL TO EVERYTHING WE ARE DOING. NOT ALL
DATA IS USEFUL OR CAN BE LEVERAGED COST EFFECTIVELY
 MARKETING IS CHANGING DRAMATICALLY, NOT THE
FUNDAMENTALS BUT THE “HOW”
 MARKETING THAT IS DIGITAL/MOBILE/SOCIAL DRIVES
MEASUREABILITY
 SIGNIFICANT ORGANIZATIONAL TRANSFORMATION NEEDED FOR
REAL TIME MEASUREABILITY AND OPTIMIZATION
 MARKETERS IN FUTURE WILL DRIVE MEASURABLE CREATIVITY ©
COPYRIGHT(C) AJIT SIVADASAN, 2013

29. COPYRIGHT(C) AJIT SIVADASAN, 2013
SHHHHHHHH ! IT HEARS YOU….