Upload
dell-social-media
View
534
Download
1
Embed Size (px)
Citation preview
Lessons from Dell’s Programmatic Digital Journey
Ana Villegas
Marketing Director Dell
@anavillegas
Creating the Ultimate Customer Experience: Inspire, Acquire, Convert & Retain April 11–13, 2016 | clickz.com/newyork | @clickzlive | #CZLNY
Agenda
• Our Digital Journey
• Programmatic enters the mix
• Case Study 1
• Case Study 2
• Lessons learned
• What’s next
Dell - Internal Use - Confidential4
Programmatic solutions deployed in 60% of top 10 countries during FY16
Deployment FY16 Q1: 20% Q2: 43% Q3: 50% Q4: 60%
DMP DSP DCO Full Ad Tech
deployment
CSB:
COMM: DMP DSP
DCO
NA
DSP
LATAM
CSB:
COMM: DMP DSP
DCO
UK
DSP
DCO
FR/DE/SE
IN + AUDSP
DCO
DSP
JP
FY16
AdTech Deployments
Our Digital Journey
TIME
VALUE
Stakeholders Technology
Test MeasureDigital 360
Team Customer
Partner
Dell - Restricted - Confidential6
Case Study 1: You have to start somewhere
Campaign
Audience
Programmatic
Creative
Metrics
Dell - Restricted - Confidential7
Case Study 1: We saw the following results
Flat engagement
No revenue impact
No pipeline/leads impact
Dell - Restricted - Confidential8
Case Study 2 : Future Ready Campaign
Dell - Restricted - Confidential9
Case Study 2: Doing our homework
360 Journey Audiences Customer focus
High Value
Engagement
Resources/Assets
investment
Presence in Key publications
Agile methodology
Dell - Restricted - Confidential10
Case Study 2: The results
+20X Engagement
+ Unique visitors, page viewed, downloads
+50% cost savings
Dell - Restricted - Confidential11
And what where the changes on the programmatic front?
Technology Mix
Partnerships
Data investment
Team evolution
• Start and end with your customer
• Marketing technology will keep evolving
• Internal selling it’s critical
Lessons Learned
• Evolve: don’t get frustrated, it will take time
• Invest: you need resources, technology,
analytics, assets, alignment
• Don’t forget the KPIs
Lessons Learned