Ed Wu and Gautam Madiman, Dell, presenting at eMetrics Washington (http://emetrics.org/washingtondc). Gautam kicks off the presentation.
Sneak peak of new Dell.com, to be launched next month. Flexible and immersive. Lots of usability and customer input went into the redesign.
Online analytics structure at Dell - Central team supports 4 global online segments: Consumer, SMB, Public (includes B2B), Large Enterprise. This preso will focus on Consumer Online Analytics.
Phase 1 1996 to 2007: Early adoption (driving a golf cart)
Phase 2 2008 to present: Investment & Standardization. Advanced testing tool in 2008. Have transitioned from golf cart to Ferrari, but driving at 20 mph, not 200 mph. Didn't have the capability and processes to fully utilize and benefit from upgraded tools.
First Global dashboard Oct 08-Jan09. New vendor contract Aug 09.
Phase 3: Maturity and Advancement
Dell shout-out to @
erictpeterson: All are needed - People, Process and Technology. "What Eric says is true. It works." #emetrics
Global Team - HQ Texas - Half of total team in India. All reporting and DB mgmt and advanced analytics in India. Regional Hubs in UK, Brazil, Malaysia. Once a week conf calls to remained aligned and in touch.
Have to build a scalable global analytics program - Process: Ideation > Execution > Implementation > Sharing
Every 6 weeks Gautam goes to VP to share the improvement from testing and targeting
Scalable Technology/tools: Global platform, Global organization (4 BUs) Global Implementation > Global Standard Metrics
Ed Wu presenting.
Challenge: Dashboards - no consistent definition, no historical trends, not globally scalable, not actionable. No historical trend. Can't compare US to China. Is the difference we see statistically significant or just normal variation?
Dashboards track financial very well. But what are you going to do about it?
New: Global Trending Dashboard. Multiple country view. Compare China vs US on consistent metrics across the globe.
Now tracking each step of the conversion funnel. Found out that in one week, in one company, shopping cart dropout dropped dramatically. New dashboards helped fix the 4 challenges.
What were the benefits? Internal customers LOVE and use the new dashboards.
Ed says he has not seen any sessions at #emetrics on reporting [we need to bring back Jennifer V for a conference session ]
Challenge: Have too many paths, too many tools on site. Click to chat, design studio, configurator,... No idea how effective in converting customers....
What to do? Used Site Pathing/Segmentation tool.
Y axis - Revenue per visit Index (RPVI); X axis - % of visits. Want high RPVI, high % visits.
Example of opportunity: hmc (help me choose) - high RPVI, low %. Problem? Too Deep in site. Surface.
Assemble global 'tiger team' to focus on fixing the problems.
Results? 10% improvement in Revenue per visit. This caught the execs attention.
Electronics Home page - automatic rendering of central hero image.
Results - multi-million $ annual revenue upside.
Key Takeaways...
1. Set business goals - make sure goal for analytics is aligned to business
2. Track them
3. Show the money. Ensure online analytics and optimization is embedded in the marketing organization.
Q&A session...
Q: what do you use for BT? A: Omniture T&T
Q: BT based on search? A: based on last visit
Gautam: when customers come & buy on return visit, 70% had seen prd on last visit. Did a test. If you visit consumer, on next visit, you'll see consumer banners. If you visit smb , on next visit, you'll see smb banners.
Q: How did you get management to buy in? A: Bring Eric or Avinash in. Relatively small investment. Have them attend eMetrics
Q: Do you have a process to prioritize testing? A: Have a testing roadmap built at the start of a quarter. Sr. Execs will want to test some things. Have a weekly testing meeting/conf. call. Road map is tweaked weekly. Always want to have more tests that need to be prioritized rather than not enough to test. Great to have people with lots of hypotheses to test [Absolutely!]
Gautham: Have to hit $5 million, $10 million upside from testing per quarter. Look at what works, what didn't work, in the previous quarter.
...lost the internet connection in Terrace room... back now
Q: Dashboards include statistical significance. What do you use? A: 1/2 standard deviation.
Q: do you include cust sat in your dashboard? A: these don't change on a weekly basis. Cust sat tracked on a quarterly basis.
