Insights don’t happen on accident – they’re the process of thoughtful segmentation, designed to answer complex business questions.
At Dell, they have created a business-first approach to uncovering critical insights for customers through social data, which drives change across the entire enterprise.
Amy Barker, Head of Analytics at Brandwatch and Lizz Martinez, Senior Analysts at Dell Digital Business Services, discuss how segmentation leads to more data-driven decision making, how Dell is using insights from social data as a foundation element for building a comprehensive strategy for their clients, and how you can apply segmentation strategies at your company.
7. Lizz Martinez| Sr.Analyst|Dell DigitalBusiness Services
Segmentation’s Critical Role in Uncovering
Insightsfrom Social Data
8. 8
Dell - Restricted - Confidential
A Little about Me…
• Native Chicagoan…
• Who escaped the winters and now lives
in Austin
• Baseball enthusiast (Go Cubs!)
• Pug mom
• Lover of all things spicy
11. SocialMediaServices
10 year history of social media excellence at Dell
August2006
Blogoutreach
expanded beyond
tech Support
March 2008
Accepted Solutionslaunched
on Community
DellFrancebeginsonlinecommunity
outreach
December 2006
Ratings and reviews
launchedon Dell.com
July2006
Direct2Dell launched
TodayDirect2Dellexists inEnglish,Spanish,
Norwegian,JapaneseandChinese.
February2006
Michael Dellasks
Why don’twereachout andhelpbloggerswithtech
support issues?
February2007
IdeaStorm launched
Avoting-basedsite allowing
customers andothers to
submit ideasfor Dell
June2007
Dell joinsTwitter
Sells millions in the first
year
October 2007
CommunityVIP program launched
Delllaunchesrecognitionprogramforourmost
activecommunitymembers,withprivategroups
andescalatedaccess
June2006
Dell TechCenter
launched
March 2010
Dell joinsSina
WeiboinChina
March 2012
Dell and Red Cross launch
Digital Operations Center
Dell solutions provide the Red Cross
with innovative ways to help
Americansimpacted by disaster
August2010
Social Media & CommunityUniversity(SMaC U)
launched
5,000teammembers trainedbyendof year
June2010
CAP Days launchedIn-person
events for vocalonline customers
December 2010
Social Media ListeningCommand
Center launched
June2007
EmployeeStorm
launched
IdeaStorm foremployees
August2009
Swarm Canada launches
Groupbuyingprogramgoeslivein
Canada
May 2009
Swarm launches
Groupbuyingprogramgoeslive,in
Singapore
Feb 2009
Social Innovation
Competition
Built onIdeaStorm rewardingglobal
socialinnovation
July 2011
Michael Delljoins
Google+
Jumps to#50infollowers,holds
firstDellHangout
July 2010
Michael Dellon Dell
Chatter
Rollsout companywide
July 2011
Dell launchesglobal G+
site
Feb 2012
Dell joinsPinterest
October 2012
Dell launchesSubject Matter
Expert social media program
January 2013
Dell LaunchesSocial Net
Advocacy
Real-timesocialsentiment tool
December 2012
Dell launchesSocial
Media ServicesGroup
January 2011
ThinkTank program
launched
October 2011
Dell launchesphase two
of VIP program
Brings enhancedadvocacy
relationshiptoourmost
passionate community members
October 2009
Dell joinsRenren
September 2008
Dell launchesYammer
First enterprise
social network
October 2009
SMaC organizationlaunched
Cross-functionalcentralorganization
January2010
Social OutreachServices team
formed
@DellCareslaunchedthreemonths later
2006 2007 2008 2009 2010 2011 20132012
March 2014
1000th Milestone
SocialMediaCommand Centertours
reached1,000withslightly>50%
beingexternalvisitors
2014
August2013
Dell launchesInternalSocial
Media ExecutiveProgram
November2014
$1 Millionth Milestone
DellSocialMediaServiceslandsitsfirst
contracttoexceed$1M
12. SocialMediaServices
Social Listeningand InsightsServices
How Dell Services can help
• Analyze customer conversations in social media toderive actionable insights
• Predict business outcomes by leveraging social data
• Visualize social insights for quick decision making
• Integrate social with internal business processes
• Enable personalized engagement with yourcustomers
• Ensure social media efforts areproducing desired results
• HowcanI understandcustomersentiment?
• Howdo I measureROI?
• I needtoincreasecustomerengagement
• I needrealtimealertsoncriticalcustomerand competitive
issues
Listening
& Insights
SocialMeasurement Voice of Customer Command
Center
• Historical Listening
• Active Listening
• Real-time Listening
• On-demand Listening
• Social Measurement Framework
• Attribution Process
• Governance
• Fully Automated Dashboards
• Automated Insights
• Integration of text data
• Social hub
• Predictive Models
• End-to end consultation on design of physical
space & screens, data utilization and team
involvement
13. SocialMediaServices
How Delluses social media: 69% y/y sales increase via social media at Dell
Product development
18,000
newcustomer ideas
Marketing
183%
increasein trafficto Dell.com
Talent acquisition
40,000
fans for theAmericas CareersatDell
Facebook
Sales
69%
year-over-yearsales increase viasocial
media
Customer service
98%
first-time resolutionrateon approx. 4,000
issues/week
Communications
45%
year-over-yearinfluencer coverage increase
at Dell events
14. 14 Confidential Services
Dell - Restricted - Confidential
Comprehensive Digital portfolio
Mobility &
UX
• Social Insights & Analytics
• Digital marketing
• CRM
• Advanced analytics
• Social intelligence
• ECM/e Commerce
• Omni -channel
• Mobility app development
• User experience
• Customer Journey mapping
• Cloud Integration
• Cloud Migration,Cloud App
Dev and Managed Services
• Customer facing Webapps
• Digital API
• Business Intelligence
• Big Data
• Information management
• Enterprise / Financial Performance
Management
Digital
Application
Developmen
t
BI and
Information
Mgmt
• Digital Process
Orchestration(BPM)
• Internet of Things
Digital
process
orchestration
& IoT
Customer
Engagement
Digital Business
Consulting
• Digital Transformation
Consulting
• High speed IT
Advanced
Analytics &
Omni
commerce
16. Dell Services• Dell -InternalUse -Confidential
Basic Approach
Insights that are truly
actionable are seldom
if ever found at the
surface. Turning social
data into intelligence is
the result of well thought
out, intentional
segmentation.
Each of our engagements are rooted in a set of key
business questions, assumptions or target outcomes that will
drive each program. Because business problems are different
across industry verticals and use cases, our engagements are highly
customized.
Why Clients Choose Us
• Well-defined target outcomes
• Specific business questions/problems defined
• Ability to feed data into marketing stack to drive campaigns and
personalization
• Highly accurate and relevant datasets
• Well-engineered data segmentations
• Repeatable insights reporting and analysis/scoring of key
metrics and development of custom KPIs
• Proprietary customer 360 mapping framework
17. Dell Services• Dell -InternalUse -Confidential
Let’s Start with a Business Question…
“What are some ofthe key factors that drive laptop
purchases for collegestudents when price is the
main consideration point?
18. Dell Services• Dell -InternalUse -Confidential
First, how do we define what’s actionable?
• Ability to initiate a change
• Improve a process
• Expose a unique or competitive position
• Relevant acrossthe business
• Not a vanity metric ortop-level KPI
19. 19 ServicesRoom for text
Answering the business question requires thoughtful segmentation
Consideration
+ unbranded
College Students IT Decision Makers RetireesMillennials
Purchase
Intent
Recommend Switching
Price Quality Performance Durability Speed Value
2nd Level
Audience
1st Level
“N Value”
3rd Level
Purchase path
4th Level
Purchase Drivers
20. 20
Dell - Restricted - Confidential
These are not the
insights you’re looking
for
21. 21
Dell - Restricted - Confidential
We’re headed in the
right directionWe’re headed in the right direction
22. 22
Dell - Restricted - Confidential
These are not the
insights you’re looking
for
Are we there yet?Almost there!
23. 23
Dell - Restricted - Confidential
These are not the
insights you’re looking
for
Are we there yet?
We’ve Arrived
Insights!
Insights!
24. 24
Dell - Restricted - Confidential
These are not the
insights you’re looking
for
27. SocialMediaServices
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But to buildthe socialenterprise,
where social data is leveraged
across multiple parts of the
business, you must have the
proper level of segmentation.
28. SocialMediaServices
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And it is this process that enables
Dell Services to deliver critical
insights to our customers within
custom frameworks.
29. SocialMediaServices
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But most importantly, what does it mean for our customers?
• More data-driven decision making
• Ability to scale social data acrossthe enterprise
• Early indication ofbehavioral shifts
• Augmentstraditional marketresearch
• Drives personalization within marketing technology stack
• Integrate social with enterprisedata for customer360 view
1 minute – Talk about how Dell has built a social enterprise, and used social data to improve many parts of the business
Talk about how we initiate digital transformation using social data, and how we fit into the larger DBS picture.
Talk briefly about Dell/Brandwatch partnership – 30 seconds
2 minutes
Let’s start with a business question, and let’s use PCs as an example. 1 minute
Tell them what insights are and what they are not. Outline how we define actionable insights. 2 minutes
1st level – N value, critical to build properly or your heaps and outliers will skew
2nd level – Ex. Audience segmentation – college students, IT Decision Makers (B2B), Millennials, Retirees)
3rd level – Puchase path, consideration, purchase intent, recommendation, switching.
4th Level – Product attributes or behavioral/attitudinal trends from target custeomer groups.
4 minutes
So the first level, which is really developing the baseline or N value is critical, but it’s not where the insights are actually found. And, If Obi-Wan Kenobi were my data analyst, I expect he would likely state the following, and that is, “these are not the insights you’re looking for.
30 seconds
But again, building the N value is critical to eventually being able to score and substantiate the trends you will find in your sub-segments.
But once we introduce a defining segmentation, like a 2nd level audience segmentation, we’ve effectively compartmentalized our data to reflect our target customer groups, for which we can then drive deeper into each of these segments, and score various behavioral/attitudinal trends amongst these groups. And, it reminds me of that scene in The Goonies, where they have a map, they set a course, and they now know which direction to head.
30 seconds
The third level of segmentation is where we’re able to further define for our customers,
1 minute
3 minutes
Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 minute
Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 minute
Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 Minute
Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 Minute