from good to great beijing waa
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From Good to GreatHow web analytics & testing is evolving at
Dell
Web Analytics Wednesday
Beijing, China
Dec. 22nd, 2010
2 Online Analytics, Testing & Targeting
Agenda
Overview
What’ve learned?
Best-in-class analytics & testing
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Overview
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Our journey started more than a decade ago…
Regional implementation
Limited expertise and talent bench
Regional KPI Standard KPI’s – global dashboard
Internal testing capability
Global implementation
Work closely with vendors & consultants
Full funnel testing
1:1 BT experience
Advanced segmentation
Early Adoption Standardizatio
nMaturity
VOC solution
1996-2007 2008-2009 2010-
Low
Global team across BU
Industry leading testing capability
Regional team Global team by BU
Grow in-house expertise
In-house clickstream tool
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Dell Online Today
Online: Dell.com + Premier + Global Portal + B2B + Channel Portal + eSupport +
Community
An online orderis placed
every2 seconds
34 supported languages
Googled 1M times per day
58Kchannelpartnersonline
170M visitsto community properties
190KPremierPages
725K B2Btransactions per year
13Bpage views
in FY’09
1Bvisits per year to
Dell.com
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SMB ServicesLargeEnterprise
Scale & Complexity Bring Opportunity
Consumer
Public
CSMB
Global Online Team
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Centralized Analytics Operations
Tool Strategy/Support
Governance
Implementation
BU / IT Partnering
Vendor Management
Training / Adoption
Global Online Platform
Dynamic, Scalable & Reliable eCommerce
Platform
Global
Online
Team
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Confidential
100+ Report Suites. 1 Solution Design.
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Define “Visits”
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Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Define “Visits”
Browse Accessories
Config Cart
CheckoutCommunities
Search Support
?
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Best-in-class Analytics & Testing
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Great technology
Strong back-office support
Committed to testing
Good people
Our Strengths
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“GOOD IS THE ENEMY OF GREAT”
Jim Collins
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To be thetechnologye-commerce leaderby offering the mostrelevant experienceand solutions todrive high customerloyalty
Dell.comOnline Analytics,
Testing & Targeting
To become an innovation engine through insightful analytics & the best-in-class testing capability to enable constant and rapid changes
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People
Double the size of the team
On-boarding process to provide support
and create connections
On-going training & development plan
If I were running a company today, I would have one priority above all others: to acquire as many of the best people as I could.
Jim Collins
Online Analytics, Testing & Targeting
Team
Global Analytics
Global Testing
eDell Programs
Reporting
PMO
16
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Accountability
Because they lack accountability, they fail to achieve credibility, and they have no authenticity.
Jim Collins
2x Revenue upside Y/Y
400-600 tests globally
Monetization model based on test results
with statistical significance
Complete transparency & alignment with
finance & business
# of Tests Rev Upside
FY10
FY10
FY11
FY11
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Process
Test Plan
Design
Code
QA
LaunchMonitor
Analyze
Brainstorm Recipes
Analytics Manager Lead
Test Manager Lead
Sign off required
Documentation required
Communicate
pipeline
roadmap
implement
Institutionalize learning
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Lesson Learned
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Focusing on Strategic Areas
20
Key Pages
Cart and Checkout
Targeting
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Understanding Customer Intent
21
Specific product offers for customers desiring an efficient shopping
experience
Improved site navigation for
customers want to take more time to find
the right product
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Targeting Relevant ContentConsumer Customer
s
Small & Medium Business Customer
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US Cons
US Cons
Checkout Testing - July
US SMB
UK Cons
US Cons
US Cons
DE Cons
JP Cons
AU Cons
CN Cons
BR SMB
CN SMB
JP SMB
AU SMB
US SMB
MX Cons
US Cons
MX SMB
BR Cons
Checkout Testing - August
US ConsCN
Cons
AU Cons
US Cons
US Cons
MX SMB
CA SMB
FR Cons
CA Cons
AU SMB
Checkout Testing - Sept
Testing Globally…an Iterative Process
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Understand Why Something Works (or Doesn’t)
24
Simplified Cart Test – We changed too
much
vs.
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Wrap it Up
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Embracing a New Culture:testing as a “religion”
Testing baked into dell.com projects from beginning
Tests are run rigorously with clearly defined
process
Results captured and shared widely, good
or bad
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“It took Einstein ten years of groping through the fog to get the theory of special relativity, and he was a bright guy.”
Jim Collins
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WAA Austin Symposium - the art & science of personalization
January 24th
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Join the winning team!
• I am hiring a testing manager for Greater China region
• There are a number of analytics/strategic positions open as well
• Send your resumes to [email protected]
Online Analytics, Testing & Targeting
Thank You