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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...
Dell's vision of how analytics supports Ecommerce vision
Recommended link: Download Dell Analytics case study
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing 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. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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