from good to great beijing waa

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

Online Analytics, Testing & Targeting3

Overview


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


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


SMB ServicesLargeEnterprise

Scale & Complexity Bring Opportunity

Consumer

Public

CSMB

Global Online Team


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


Confidential

100+ Report Suites. 1 Solution Design.

Online Analytics, Testing & Targeting

Define “Visits”


Visits (all visits to site)

Segment Visits

SnP Visits

Support Visits

Store Visits

Cart Visits

Define “Visits”

Browse Accessories

Config Cart

CheckoutCommunities

Search Support

?


Best-in-class Analytics & Testing


Great technology

Strong back-office support

Committed to testing

Good people

Our Strengths


“GOOD IS THE ENEMY OF GREAT”

Jim Collins


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


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


Team

Global Analytics

Global Testing

eDell Programs

Reporting

PMO

16


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


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


Lesson Learned


Focusing on Strategic Areas

20

Key Pages

Cart and Checkout

Targeting


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


Targeting Relevant ContentConsumer Customer

s

Small & Medium Business Customer


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


Understand Why Something Works (or Doesn’t)

24

Simplified Cart Test – We changed too

much

vs.


Wrap it Up


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


“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


WAA Austin Symposium - the art & science of personalization

January 24th


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]


Thank You