How Dell is making marketing transformation real Laura Snyder, VP - PowerPoint PPT Presentation

How Dell is making marketing transformation real Laura Snyder, VP Marketing Technology, Dell Restricted - Confidential - Privileged Restricted - Confidential - Privileged 1

Dell Technologies Magic can’t make digital transformation happen. But we can. Let’s make it real. Restricted - Confidential - Privileged 2

Our Vision Delight our customers by engaging through relevant & valuable experiences. Restricted - Confidential - Privileged

The Approach What? Why? Who? Restricted - Confidential - Privileged 4 4

The Approach What? Why? Who? Restricted - Confidential - Privileged 5 5

Deliver Predict Listen Assemble 300 Milliseconds Enable marketers to assemble and deliver personalized experiences in the last millisecond. Restricted - Confidential - Privileged 6

The Approach What? Why? Who? Restricted - Confidential - Privileged 7 7

“ “ OUR EXPECTATIONS ARE CHANGED FOREVER David GOULDEN --- Senior Vice President, Dell The information generation expect customer centricity with every touchpoint This can only be achieved by a cultural shift and a digital transformation Restricted - Confidential - Privileged

Personalized Experiences Create Value Through Better Targeting, Higher Conversion, and Increased Order Value Explore Discover Educate Buy Ideate & Grow Research Receive Decide Upgrade & Extend / Order/ Upsell & Cross-Sell Contract Use & Support Evaluate Personalized Relevant Automated life- Precise messaging cross-sell cycle targeting marketing Restricted - Confidential - Privileged

Build a Credible Business Case • Partnered with Deloitte to bring credibility and “outside in” experience • Used REAL finance data • Assumed uplift based on REAL use cases (internal and external) • We were conservative. And then reduced by 50%. • Estimated solution cost, time to deploy and timeframe to realize impact Restricted - Confidential - Privileged

Yes!! That’s a lot! Restricted - Confidential - Privileged

A Collection of Use Cases Gets Us There 1. Commercial up-sell + 2. Consumer email personalization 7 6 3. Online personalization 4. Consumer up-sell 4 5 5. Lead identification 6. Commercial email personalization 1 2 3 7. And more…. Restricted - Confidential - Privileged

Use Case #1: Commercial Upsell Automate and optimize cross-sell product recommendations in real-time Scope Customer Segment: Geography: Business Unit: Commercial Enterprise Software Solutions Small Business Client Services Solutions Consumer n Year 1 n Year 2 Current State Pain Solution Impact KPIs Points • Sales team can easily • Increase in number of • Cross-sell attach • Migrates make recommendations orders with upsells recommendations are recommendation model in real-time produced manually on 5- into modeling tool • Incremental sales from recommended SKUs 7 day delay • Enables portal • Accesses multiple • Incremental average customers to self-serve • Not scalable to all databases and order value and act on regions and business incorporates digital • Revenue per sales rep recommendations units activity data • Provides consistent • Complex for sales reps • Generates real-time upsells and customer to access & use recommendations visible experience across at point-of-sale, SFDC, channels and customer portal. Restricted - Confidential - Privileged

The Approach What? Why? Who? Restricted - Confidential - Privileged

Know the Process, Your Stakeholders and Tell Relevant Stories • Marketing alignment and commitment is critical • Build strong relationships with the IT team • Understand how transformation projects are funded • Ensure the business teams have a voice • Re-tell the story as org changes Restricted - Confidential - Privileged

Wrapping Up Have a vision and know the capabilities you want to deliver Clearly and effectively estimate the value to your customers and your business Communicate the value to critical stakeholders Be patient and persistent Restricted - Confidential - Privileged

Thank You Restricted - Confidential - Privileged