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Dell’s Evolution Leveraging Analytics Globally as a Key Strategic Business Driver
Introduction Ed Wu Gautam Madiman Senior Consultant Board of Director, WAA Senior Manager -Global Consumer Online Analytics and Optimization
Agenda Perspective Analytics Evolution Examples Closing
Perspective
1984 2009 Turbo PC from PCs Limited Big Beige Desktops
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
Early Adoption  Homegrown   System  Off shore  reporting Selling  online 1999 + 1996 2003+ 1999 April 2007 Consumer  Biz starts AvinashKaushik Consumer Online Analytics Evolution 13
AvinashKaushik’s Assessment
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
Competing on Web Analytics 16
Consumer Online Analytics Evolution Early Adoption  Investment & Standardization Maturity & Advancement First  Global dashboard   New vendor contract Build T&T  with consultant Adv. analytics  tool Build Global org Homegrown   System  Off shore  reporting Selling  online 1:1 BT experience  Innovation 1999 -2004 Dec 09 Oct 08– Jan  09 2008 Aug 09  2010+  Mid 2010  1996 2006-2007 2008 1999 2010 + Late 09 - Early 2010  April 2007 Oct  2008 Continue evolvement - CRM Advanced segmentation ,[object Object],consulting Consumer  Biz starts 2009 Jan  2008 Analytics tool AvinashKaushik High impact BT and analytics programs Advanced testing  tool Relevant Messaging & Customer  Focused Targeting, Advanced Analytics  17 Low High
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
Building Scalable Global Analytics Programs Process ,[object Object]
Set Goals
Leverage best practices
Utilize VOC & Analytics
 Monetize
 Share results
 Give credit
 Prioritize Roadmap
Design Test & KPI
Monitor and tweak
Analyze results
Implement winning recipe19
Building Scalable Technology/ Tools Technology/ Tools 20
Examples
Challenge 1 We got dashboards… and tons of them! NO consistent definition NO historical trends NOT globally scalable NOT actionable ,[object Object],22
1 New Global Trending Dashboard KPI Trending Multiple Country View ,[object Object],[object Object]
Challenge 2 We got too many paths, tools  on the site NO idea how effective they are in converting customers 25
High Low Low High Site Pathing / Segmentation 2 26

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Leveraing analytics emetrics_oct 2009

Hinweis der Redaktion

  1. Monetize results and net impact to the business Share results globally across the organization Give credit to all stakeholders Continuous improvement
  2. 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.”