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

Our Digital Journey

VALUE

TIME

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

What’s Next?