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Dell International Web Analytics case study

A detailed case study showing how Dell structure their customer experience and improvement programme worldwide

Value:

Added Jan 2011: The commitment of Dell to improving sales and experience through a measured approach is shown since have 25 dedicated people doing A/B and MV tests, not counting several others who support them. This was reported on Twitter by @anilbatra who was listening to Dell present at a Web Analytics Assocation symposium in Austin.

Our commentary: Presented at Emetrics Washington DC in 2010, this 36 slide presentation entitled "From Good to Great" shows how Dell have evolved their analytics capability as shown in the diagram. It shows that the move to digital optimisation doesn't occur overnight.

Marketing implications: This case shows the strategic importance Dell attach to web analytics and how it supports their vision for the digital channel. It shows how Dell improved the key areas of the organisation to improve their improvement capability...

  • Capability benchmarking
  • Vision
  • KPIs
  • Integration between teams through collaborative process
  • Imprlementation process
  • Technology

Dell's vision of how analytics supports Ecommerce vision

Recommended link: Download Dell Analytics case study

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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