Omniture Summit 2010 - Best Practices for Global Digital Analytics Program

•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”

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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

?

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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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