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This presentation describes some of the digital analytics best practices we used at Dell to establish and maintain a solid global digital analytics program. Presentation slides from Omniture Summit 2010.
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•1.7 Billion Visits
•From Half a Billion Visitors
•Who viewed 8 Billion Pages
Last Year, we had…
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We have one of the largest websites in the world
Global MarketingConfidential2
We Have Complexity
• Dell has an online presence in over 100 countries and is translated into 26 languages
• 4 Global Business Units
• Thousands of System Configurations
• Thousands of Online Stores
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Corporate Governance
Joel Wright
Global Marketing4 Confidential
Scale & Complexity Bring Opportunity
SMB CommunicationSolutions
Consumer
PublicLargeEnterprise
CSMB
Global Online Team
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Global Marketing5 Confidential
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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Global Marketing6 Confidential
100+ Report Suites. 1 Solution Design.
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Global Marketing
Define “Visits”
© Thinkstock
Global Marketing
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Define “Visits”
Browse Accessories
Config Cart
CheckoutCommunities
Search Support
?
© Thinkstock
Global Marketing
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Define “Visits”
Browse Accessories
Config Cart
CheckoutCommunities
Search Support
?
© Thinkstock
Global Marketing
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Define “Visits”
Browse Accessories
Config Cart
CheckoutCommunities
Search Support
?
© Thinkstock
Global Marketing
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Define “Visits”
Browse Accessories
Config Cart
CheckoutCommunities
Search Support
?
© Thinkstock
Global Marketing
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Define “Visits”
Browse Accessories
Config Cart
CheckoutCommunities
Search Support
?
© Thinkstock
Global Marketing
Visits (all visits to site)
Segment Visits
SnP Visits
Support Visits
Store Visits
Cart Visits
Define “Visits”
Browse Accessories
Config Cart
CheckoutCommunities
Search Support
?
© Thinkstock
Training & Support
Jim Parker
Global MarketingConfidential15
Training and Support
Introductory Training Dell Support Mailbox Dell Wiki for
Omniture Tools
Weekly Workshops Formal Certifications
Bi-Weekly SME Forum
Basics
Intermediate
Advanced
Omniture Users
Global MarketingConfidential16
Lessons Learned
• Centralize analytics operations
• Fight the good fight to standardize (early)
• Organize an Analytics & Testing Council (steering committee)
• Ongoing access to training / workshops helps adoption
• Include training in contract negotiations
• Staff appropriately for internal support
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Questions?
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