Post on 01-Dec-2014
description
transcript
Dell’s Evolution
Leveraging Analytics Globally as a Key Strategic Business Driver
Introduction
Gautam Madiman
Senior Manager -Global Consumer Online Analytics and Optimization
Ed Wu
Senior Consultant
Board of Director, WAA
Agenda
• Perspective• Analytics Evolution• Examples• Closing
Perspective
1984 2009
Big Beige Desktops
Turbo PC from PCs Limited
1984 2009
Speeds & Feeds Needs & Deeds
1984 2009
Phone Only Multi-Channel
1984 2009
US Only Global
Consumer Business Priorities
9
New Dell.com: Flexible and Immersive
10
Analytics
Online Analytics Structure at Dell
Global Online
1999
Consumer Biz starts
1996
Selling online 1999 +
Homegrown System Off shore
reporting
2003+
April 2007
Avinash Kaushik
Early Adoption
Consumer Online Analytics Evolution
13
Avinash Kaushik’s Assessment
Consumer Online Analytics Evolution
15
Jan 2008
Advanced testing tool
Oct 08– Jan 09
Analytics tool
2008
BuildGlobal org
Oct 2008
First Global dashboard 2008
Build T&T capabilitywithconsultant
2009
High impact BT and analytics programslaunched
New vendor contract
Aug 09
Investment & Standardization
1999
Consumer Biz starts
1996
Selling online 1999 -2004
Homegrown System Off shore
reporting
2003-2007
April 2007
Avinash Kaushik
Early Adoption
Competing on Web Analytics
16
Oct 08– Jan 09
Consumer Online Analytics Evolution
1999
Consumer Biz starts
1996
Selling online 1999 -2004
Homegrown System Off shore
reporting
2006-2007
Jan 2008 Analytics tool
April 2007
Avinash Kaushik
2008
BuildGlobal org
Oct 2008
Advanced testing tool
First Global dashboard
Relevant Messaging & Customer Focused Targeting, Advanced Analytics
Low High
2008
Build T&T withconsultant
2009
High impact BT and analytics programs
2010 +Continue evolvement- CRM
Dec 09
Adv. analytics tool
New vendor contract
Aug 09
1:1 BT experience
Mid 2010
Late 09 - Early 2010
Advanced segmentation-Vendor consulting
17
Early Adoption Investment & Standardization
Maturity & Advancement
Innovation 2010+
Leveraging Global Talent People
T&TAnalytics
Reporting
18
HQ Texas - Focused on leading drive analytics and best practice sharing
COE India - Reporting, DB mgmt, advanced analytics, testing support globally
Regional Hub
Regional Hub
Regional Hub
Building Scalable Global Analytics Programs
Ideation
Execution
Implementation
Sharing
•Understand Priorities•Set Goals•Leverage best practices•Utilize VOC & Analytics
• Prioritize Roadmap•Design Test & KPI•Monitor and tweak
•Analyze results•Implement winning recipe
• Monetize• Share results• Give credit
Process
19
Building Scalable Technology/ Tools Technology/ Tools
20
Global Standard Metrics
Global Imple-
mentation
Global Platform
Global Organiza-
tion
Examples
ChallengeWe got dashboards… and tons of them!
Actual A/F W/W Actual A/F W/W Y/Y Actual A/F Y/Y
Site Visits (all LOB) K 789 86% +16% 3,300 94% +11% +10% 18,000 86% +6%
Store Visits (all LOB) K 299 71% -3% 1,600 82% +2% +1% 8,000 79% +6%
Consideration 48.0% 83% - 16% 45.0% 87% -8% -8% 50.0% 92% +0%
Store Conversion (Sys) 2.56% 116% +2% 2.68% 109% +5% -1% 3.00% 97% -4%
Sys Units per Visit 1.67% 96% - 15% 1.54% 95% -4% -9% 1.00% 90% -4%
Sys Orders per Visit 1.65% - -15% 1.40% - -3% -9% 1.00% - -5%
Units per 100 Visits 1.08 96% - 15% 1.20 95% -4% -9% 1.50 90% -4%
Revenue per Visit $12.50 93% - 17% $14.50 93% -7% -24% $15.00 92% -19%
Margin per Visit $2.40 74% - 30% $2.50 65% - 30% -53% $1.00 77% -46%
Date WTD
22
1
•Showing snapshots; all data are distorted
NO consistent definitionNO historical trendsNOT globally scalableNOT actionable
1
New Global Trending Dashboard
•Showing snapshots; all data are distorted
Multiple Country View
KPI Trending
Results?
24
1
“holy smoke, that
dashboard is kick @$$!”
“oh my this is a thing of beauty!
Tear in my eye…”
Challenge
We got too many paths, tools on the site
25
2
NO idea how effective they are in converting customers
% of Visits
RPVIndex
Site search Masthead
hmc
AS
sales chat
design studio
ANAV
ratings & reviews
top_cust_picks
CTO
Dealsconfig_ landing
as advertised
Low High
Low
High
Site Pathing / Segmentation
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2
Site Search
• Revenue contribution is growing• Clickthrough rate is improving
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3
Site hasn't changed in years. Still has the same problems.
Search sucks. Not intuitive at all to navigate. Prices out of control.--Customer comment
•Assemble a global tiger team•Improve relevancy of top “hit” keywords•Searchandizing
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3
Results?
29
3
“…In reality, it is exactly this kind
of innovation that makes the
difference.”
10% improvements of Revenue per Visit
Electronics Home Page
•High traffic•Static featured products
•Automatically rendering targeted content real-time improve revenue per visit
Hypothesis
Insights
•Multi-million $ annual rev upsideResults
Default banner and featured categories
Camera ShopperTV ShopperMonitor ShopperLaptop Accessories ShopperGaming ShopperSoftware ShopperPrinter Shopper
30
4
Report-ing Analytics Optimi-
zationBehavior Targeting
Level of EffortsBasic Advanced
Leve
l of I
mpa
cts
Closing
Key Takeaways
Set Business Goals and Track Them
Show the money!
Online Analytics and Optimization embedded in marketing ecosystem
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Dell’s Evolution
Leveraging Analytics Globally as a Key Strategic Business Driver
Questions?
Contact Us
• Gautam_madiman@dell.com
• Ed_wu@dell.com