Analytics can help a technology company’s customer call centre develop personalized offers for individuals by using a real-time decision support process that predicts what each will most likely buy. Objectifi’s real-time marketing solutions helped Dell develop personalized relationships with customers and, in the process, improve revenues and profit margins. In Part 2 of an interview with Tumbleweed Kelly McConvey, Objectifi’s head of marketing, talks about helping Dell implement analytics technology to improve one-to-one marketing. She also shares thoughts about how the reality of ‘personalization’ in marketing has altered the online shopping experience.

Question 1: Can you provide an example of a specific analytics technology that you implemented to help a client be successful at one-to-one marketing?

McConvey: We recently implemented Oracle Real-Time Decisions in Dell Inc.’s 25 service centers. Dell set out to optimize the offers their customers received when calling in, on an individual customer level, effectively predicting what the customer is most likely to buy. From this concept, Dell developed “Octane”, their Predictive Analytics Engine built on Oracle Real-Time Decisions. With Oracle RTD and Objectifi, Dell has experienced a 19% rise in close rates, a 10% increase in Revenue per Call, and a 20% increase in Margin per Call. The Cost of Dispatch has decreased 150% without increasing Call Handle Time. Dell has succeeded in doing exactly what they set out to; a better understanding of their customers’ needs and wants has led to an improved customer experience and a marked increase in revenue and margin.

Read more about Objectifi’s role in transforming Dell’s Call Centers here: http://blog.objectifi.com/wp-content/uploads/2011/01/Dell-Octane-Case-Study.pdf

Question 2: How has Personalization changed the online shopping experience?

McConvey: Traditional ecommerce is changing. Currently, when you go to make a purchase from your favourite online retailer, the website will most likely recommend some products for you. Sites provide recommendations based on “people who bought this, also bought that”. Very few sites, however, actually create a true personal experience. Personalization allows for recommendations based on the individual customer, considering:
- visitor intent (why are you shopping today?),
- visitor preferences (what brands do you prefer, how much would you like to spend?),
- shopping history, and more.
Personalization is revolutionizing the online shopping experience by presenting shoppers a truly unique experience, making suggestions based on who they are on an individual level.

In Part 1 of her interview, McConvey speaks about inbound
marketing, brand advocates and how Objectifi helps clients with real-time marketing solutions.

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