Case Studies > Dell Improves the Site Visitor Experience

Dell Improves the Site Visitor Experience

Company Size

1,000+

Region

America

Country

United States

Product

Demandbase Web Analytics
Adobe SiteCatalyst
Adobe Test and Target

Tech Stack

Web Analytics
Site Optimization
Real-time Personalization

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Customer Satisfaction
Digital Expertise
Productivity Improvements

Technology Category

Analytics & Modeling - Predictive Analytics
Application Infrastructure & Middleware - Data Visualization
Functional Applications - Remote Monitoring & Control Systems

Applicable Industries

Professional Service
Software

Applicable Functions

Business Operation
Sales & Marketing

Services

Data Science Services
System Integration

About The Customer

Dell Inc. is a Texas-based technology company known for its innovative solutions in computing and technology services. The company serves a wide range of industries, including healthcare, education, and government, providing tailored solutions to meet the specific needs of each sector. Dell's Public and Large Enterprise marketing team is dedicated to optimizing the digital experience for its diverse customer base. The team focuses on understanding and improving how different verticals interact with Dell's online platforms, aiming to enhance user engagement and satisfaction. With a strong emphasis on data-driven decision-making, Dell leverages advanced analytics and web optimization tools to deliver personalized and relevant experiences to its site visitors.

The Challenge

The Public and Large Enterprise marketing team for Dell Inc, the Texas-based technology company, was challenged with optimizing its website experience for visitors. In order to first understand the behavior of the traffic on the website, the marketing team analyzed visitor feedback and reviewed potential areas to enhance the experience. Through several of these sessions, they learned that visitors from the healthcare, education, and government vertical were encountering issues navigating within the website to access the vertical-specific content. While these metrics were important, the Dell team still lacked insight into the accounts coming to their website, as well as the click paths and bounce rates of those accounts. The team required a solution that would provide them with a more complete picture of their website traffic, by vertical and by account. With this information, the team would have a unique perspective into how different organizations consume information, how to better engage them, and how to reduce site abandonment.

The Solution

The Dell Public and Large Enterprise marketing team evaluated Demandbase Web Analytics as a solution for gaining insight into the composition of their web traffic. The goal was to understand the ‘lost users’ and develop creative to direct the users back to relevant sections of the website. Integration and implementation of Demandbase Web Analytics with Adobe SiteCatalyst and Adobe Test and Target was smooth and enabled the team to quickly realize the impact of the solution. With Demandbase, the team could start segmenting traffic by key company attributes, such as audience and industry. This insight enabled them to understand how visitors interact with the website. They now know where customers enter the site, what pages drive engagement, and what areas they still need to optimize. The team was now able to understand where customers entered the website, what pages drove engagement, and what areas to optimize. They are also leveraging Adobe Test and Target to determine the most effective content on their website so they can create programs to drive audiences to that content. The ability to measure the impact of real-time personalization uncovered areas for further analysis and optimization. The team found that clicks on targeted creative ‘signposts’, which redirected visitors to vertically specific pages, varied by industry and sub-industry. For example, visitors from the Higher Education industry clicked on the creative eight times more than the K-12 segment; visitors from the State and Local government industry clicked on the ‘signposts’ twice as much as visitors from the Federal government segment. The team now plans to further investigate the behavior and optimize content to increase engagement.

Operational Impact

By identifying visitors by audience and industry, Dell’s Public and Large Enterprise marketing team was now armed with an enhanced data set and can create rules to direct visitors to appropriate landing pages that provide content most relevant to them.
With Demandbase company attributes integrated into Adobe Test and Target, reporting was made easy.
The Dell team now maps website activity by account and sets their content strategy based on the insights in those enriched reports.
Dell’s Public and Large Enterprise marketing team can now create rules that direct website visitors to the content most relevant to them.

Quantitative Benefit

Visitors from the Higher Education industry clicked on the creative eight times more than the K-12 segment.
Visitors from the State and Local government industry clicked on the ‘signposts’ twice as much as visitors from the Federal government segment.