tealeaf na user conf oct 2012 final_cc
DESCRIPTION
TRANSCRIPT
“Please Excuse My Dear Aunt Sally?”
Chauncy Cay Ford Tealeaf Program Manager
2 Global Marketing Confidential
What do YOU do?
Analytics?
Testing?
Site Optimization?
Customer Listening?
Demand Generation | SEO?
Marketing?
CMS | Design?
IT | Development?
Tool Admin | Governance?
You need help!
3 Global Marketing Confidential
Order of Operations
Who’s helping Aunt Sally… (Sally a.k.a. Chief Buyer for your most important customer)?
4 Global Marketing Confidential
Make Time for Tea
Training
Executive Support | Business Partnerships
Administration | Governance
5 Global Marketing Confidential
Executive Support
Happy Retirement, Ron!
6 Global Marketing Confidential
Our Online Delivery System
[Sales] Business
Consumer, Business, Premier
eDell Online CE, Content,
Delivery, Strategy
IT Network,
Applications, Sales, Finance
Marketing Themes, Brand
Pricing Tactical Execution
Demand Generation Banner, Paid Search
Content Execute site changes
Programs Change Agents
Product Product Managers, prioritize changes
Social Listening Agents
Design Site Design Themes
Online IT Engineering Development
DIO Digital Insights and Optimization [Analytics and Testing]
7 Global Marketing Confidential
95% Of Fortune 500 companies choose Dell
#1 iSCSI storage provider in the world
80% of Dell’s Revenue is B2B, Only 20% from Consumers
35% Of data center servers shipped in North America are from Dell
100% Of G20 governments choose Dell
1 billion More than 1 billion people connect via Dell servers every day
#1 PC provider in India, one of the world’s fastest-growing markets
10M Small businesses served by Dell
7
Our leadership
Leadership in service to our customers
Global Online Analytical Tools
Online Toolkit
Confidential 8
What
How
Why
Many times I am unable to view an
eQuote or purchase from an eQuote…
9 Global Marketing Confidential
IT/UI
Digital Insights and Optimization Analytics & Testing
Reporting Testing Analytics
Online Sales & Marketing
eDell Program
eDell Program Support
eDell Program
eDell Program
eDell Program
eDell Program
eDell Program
IT/UI
Tools & Infrastructure
Implement
Global Online Analytical Tools
Roles Matrix
11 Global Marketing Confidential
Tealeaf SharePoint
• Simplified Navigation
• Interactive Searches and Dashboards that launch the portal
• Address Frequent Questions
• Online Training
• Recorded Workshops
• Who to contact
• How to get started
• 30% “power users”
• Ad-hoc Tealeaf workshops being held within Quality, Premier and Search, led by business
Global Online Analytical Tools 12 Confidential
Self Service
5/29/2012
13 Global Marketing Confidential
A(ha!)doption
14 Global Marketing Confidential
We all start with the easy stuff…
Global Online Analytical Tools
Many times I am unable to view an
eQuote or purchase from an eQuote,
what is most frustrating to me
is that there are no error
messages as to why I am unable
to complete my transactions, it just goes
back to the main page.
Voice
+ Actions
+ Analytics & Testing
= Happy
Customers!
15 Confidential
Aunt Sally, didn’t get the message?
5/29/2012
Global Online Analytical Tools
Maximize your Investment
Confidential 16
Omniture DW
Global Online Analytical Tools
Equote Retrieval – Insight data
Confidential 17
Visual representation of Pageflow: Pages leading to Equote page and pages visited thereafter
Global Online Analytical Tools 18 Confidential
Document, Train and Evangelize
5/29/2012
Global Online Analytical Tools
iPerceptions bi-directional integration
19 Confidential
Access key data from any tool
5/29/2012
Global Marketing
Events and Values
• Full bi-directional integration makes indexed searches available on Survey parameters
• OSAT values & buckets
• Task Completion
• Comments!
Confidential 20 5/29/2012
Global Online Analytical Tools
Drill down to session lists > Export > Analyze > Find patterns
21 Confidential
<session list in RTV>
Customize your view!
5/29/2012
Global Marketing
What did Aunt Sally say?
Confidential 22 5/29/2012
Many times I am unable to view an eQuote or purchase from an eQuote, what is most frustrating to me is that there are no error messages as to why I am unable to complete my transactions, it just goes back to the main page.
Global Marketing
What did it look like?
Confidential 23 5/29/2012
I thought I had
started…
Global Marketing
Is it just Aunt Sally? Quantify to prioritize (and monetize)
Confidential 24 5/29/2012
Global Marketing
Let’s track it!
• Event to model and monitor over time
• Create an alert for proactive (reactive) response
Confidential 25 5/29/2012
Global Marketing
Resolve and Circle back
Confidential 26 5/29/2012
or at least tell the customer what’s up… I guess I’m only
a Window
Shopper?
Global Online Analytical Tools
“Betty Bag”
• Training
– Make actionable data accessible
• Partner with your key business users - early
• Clearly define your processes (full visibility)
Share success!
27
29 Global Marketing Confidential
Dell.com has worldwide scope
Existing E-Commerce In Development No Presence or Partners
Source: Dell corporate internal information * Dell Social Media connections include Facebook, Twitter, Community, Tencent Weibo, RenRen, etc.
Over 1B visits per year by half a billion annual
unique visitors
About half of visitors navigate
through e-Support
7B page views annually
Online presence in 160 countries and in 30 languages
Over 100,000 Premier stores for
business customers
Dell is included in 2 million searches per day
Twitter has 1.9M followers
More than 11M people are connected to Dell through Social Media*
An order is placed every 3 seconds