Investment Optimization for Execs at Dell using Big Data

Mar 31, 20131 like878 views

Dell is using innovative big data techniques to inform their investment optimization decisions in multiple areas. Natalie will walk the audience through the problem, the evolution of the techniques in use, and the results that have come out of this model. She'll also discuss one of the big challenges in the process -- how to help non-technical executives understand and buy into decision-making based on big data. This presentation from Data Day Texas 2013.

Strategic Case Study:
Investment Optimization for Executives
using Big Data
Big Data Texas
March 2013
Natalie Kortum
Natalie Kortum marketingmathgirl.com

Was the campaign successful?
“We spent $10M and total revenue increased $400M…
what a smashing success!”
($M) Marketing Spend ($B) Revenue
1.4
125 1.2
100 1.0
75 0.8
0.6
50
0.4
25 0.2
0 0.0
Prior Year Current Year Prior Year Current Year
Other Marketing Campaign *Numbers for illustrative purposes; not actual Dell figures

Natalie Kortum Global Marketing

Was the campaign successful?
“Marketing mix shifted, but increasing marketing spend
was a good investment overall!”
($M) Marketing Spend ($B) Revenue
1.4
125 1.2
100 1.0
75 0.8
0.6
50
0.4
25 0.2
0 0.0
Prior Year Current Year Prior Year Current Year
TV Print *Numbers for illustrative purposes; not actual Dell figures
Online Campaign
Natalie Kortum Global Marketing

What drove revenue?
“Sales investment was the main reason for the revenue
increase. Let’s cut more from Product and Support for next
year.”
Marketing Spend ($B) Revenue
120% 1.4
100% 1.2
80% 1.0
0.8
60%
0.6
40% 0.4
20% 0.2
0% 0.0
Prior Year Current Year Prior Year Current Year
Sales People Marketing Spend
*Numbers for illustrative purposes; not actual Dell figures
Product Quality Support Staff
Natalie Kortum Global Marketing

*Numbers for illustrative purposes; not actual Dell figures

Natalie Kortum Global Marketing

What impact is marketing having on
Revenue in comparison to other factors?

Natalie Kortum Global Marketing

Big Data Collection

Over 1100 variables used by
other groups to run the business

Over 100 distinct data owners
(people)

Over 10 different data systems

Over 25 different vendors

Natalie Kortum Global Marketing

Questions?

Natalie Kortum3/30/2013
9 Confidential Global Marketing

Product Sales
Innovation Investments
Ship Commit
Accuracy
Marketing Support
Spend Satisfaction
Product
Quality
Pricing

Natalie Kortum Global Marketing

Questions?

Natalie Kortum3/30/2013
12 Confidential Global Marketing

Explaining the Changes in Revenue
Ending Revenue

Starting Revenue

*Numbers for illustrative purposes; not actual Dell figures

Natalie Kortum Global Marketing

Explaining the Changes in Revenue

Starting Revenue Ending Revenue

*Numbers for illustrative purposes; not actual Dell figures

Natalie Kortum Global Marketing

Questions?

Natalie Kortum3/30/2013
15 Confidential Global Marketing

*Numbers for illustrative purposes; not actual Dell figures

Plateau
Range of Sales Spends
A saturated curve shows over the last 3 years
that we are in the plateau
stage of the S curve
Revenue

Current

Revenue
Level
Sales Investments

Inception

Sales Investments Global Marketing
Natalie Kortum

What’s in the future?

Natalie Kortum Global Marketing

Questions?

Natalie Kortum3/30/2013
20 Confidential Global Marketing

Tips for explaining to non-Technical folks

• Walk a mile in their shoes.
• Run your presentation past a nontechnical supporter.
– Pretend your audience is your 10 year old nephew or mother.
• Only two minutes (and no more!) to explain your
methodology.
• Create proof points for your techniques
– Execs who have used this approach.
– Companies/markets using this approach.
– Respected PhD or Tech person they trust to back the approach.
• Watch the assumptions.
– Choose only two or three if you must that might be highly suspect.
• Use Analogies!
Natalie Kortum Global Marketing

Human Brain Network

Natalie Kortum 24 Global Marketing

Thank You

Natalie Kortum
marketingmathgirl.com

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Outline of Human Motivation 1. Introduction to Human Motivation Definition of motivation Importance of understanding motivation Overview of motivational theories 2. Theories of Motivation A. Intrinsic vs. Extrinsic Motivation Definitions and differences Examples of each type B. Maslow's Hierarchy of Needs Overview of the five levels of needs Application of the theory in real-life scenarios C. Self-Determination Theory (SDT) Overview of intrinsic motivation and its three basic psychological needs: autonomy, competence, and relatedness The impact of SDT on personal growth and well-being D. Expectancy Theory Explanation of how expectations influence motivation Components: expectancy, instrumentality, and valence E. Goal-Setting Theory Importance of setting specific and challenging goals The SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound) 3. Factors Influencing Motivation A. Biological Factors Role of genetics and neurochemistry in motivation Impact of physical health and well-being B. Psychological Factors Personality traits and their influence on motivation The role of mindset (fixed vs. growth mindset) C. Social and Environmental Factors Influence of culture, family, peers, and society on motivation The impact of the workplace environment and leadership styles 4. Motivation in Different Contexts A. Education How motivation affects learning and academic performance Strategies to enhance student motivation B. Workplace Importance of employee motivation for productivity and job satisfaction Techniques for fostering motivation in the workplace C. Personal Development Motivation for self-improvement and personal goals The role of habits and routines in maintaining motivation 5. Challenges to Motivation Common obstacles to motivation (e.g., procrastination, fear of failure) Strategies to overcome motivational challenges 6. Conclusion Summary of key points The significance of understanding motivation for personal and societal growth 7. References A list of academic sources and literature on motivation

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Investment Optimization for Execs at Dell using Big Data

1. Strategic Case Study: Investment Optimization for Executives using Big Data Big Data Texas March 2013 Natalie Kortum Natalie Kortum marketingmathgirl.com

2. Was the campaign successful? “We spent $10M and total revenue increased $400M… what a smashing success!” ($M) Marketing Spend ($B) Revenue 1.4 125 1.2 100 1.0 75 0.8 0.6 50 0.4 25 0.2 0 0.0 Prior Year Current Year Prior Year Current Year Other Marketing Campaign *Numbers for illustrative purposes; not actual Dell figures Natalie Kortum Global Marketing

3. Was the campaign successful? “Marketing mix shifted, but increasing marketing spend was a good investment overall!” ($M) Marketing Spend ($B) Revenue 1.4 125 1.2 100 1.0 75 0.8 0.6 50 0.4 25 0.2 0 0.0 Prior Year Current Year Prior Year Current Year TV Print *Numbers for illustrative purposes; not actual Dell figures Online Campaign Natalie Kortum Global Marketing

4. What drove revenue? “Sales investment was the main reason for the revenue increase. Let’s cut more from Product and Support for next year.” Marketing Spend ($B) Revenue 120% 1.4 100% 1.2 80% 1.0 0.8 60% 0.6 40% 0.4 20% 0.2 0% 0.0 Prior Year Current Year Prior Year Current Year Sales People Marketing Spend *Numbers for illustrative purposes; not actual Dell figures Product Quality Support Staff Natalie Kortum Global Marketing

5. *Numbers for illustrative purposes; not actual Dell figures Natalie Kortum Global Marketing

6. *Numbers for illustrative purposes; not actual Dell figures Natalie Kortum Global Marketing

7. What impact is marketing having on Revenue in comparison to other factors? Natalie Kortum Global Marketing

8. Big Data Collection Over 1100 variables used by other groups to run the business Over 100 distinct data owners (people) Over 10 different data systems Over 25 different vendors Natalie Kortum Global Marketing

9. Questions? Natalie Kortum3/30/2013 9 Confidential Global Marketing

10. Product Sales Innovation Investments Ship Commit Accuracy Marketing Support Spend Satisfaction Product Quality Pricing Natalie Kortum Global Marketing

11. Natalie Kortum Global Marketing

12. Questions? Natalie Kortum3/30/2013 12 Confidential Global Marketing

13. Explaining the Changes in Revenue Ending Revenue Starting Revenue *Numbers for illustrative purposes; not actual Dell figures Natalie Kortum Global Marketing

14. Explaining the Changes in Revenue Starting Revenue Ending Revenue *Numbers for illustrative purposes; not actual Dell figures Natalie Kortum Global Marketing

15. Questions? Natalie Kortum3/30/2013 15 Confidential Global Marketing

16. How investment levers compare If $1 M additional were available to invest, what’s the marginal ROI? Marketing Marketing Social Sales Pricing Product Demand Gen Brand Media Marginal Return on Investment 0.9 X 1.3 X 0.4 X 2.2 X 4.1 X 2.5 X Natalie Kortum *Numbers for illustrative purposes; not actual Dell figures

17. Short-term and Long-term ROIs and Cross BUs of B2B Sales Marketing Brand Product Pricing Transactional Campaign B2B Revenue in period 0.7 X 1.2 X 5.7 X 0.2 X 0X Additional long term benefits on B2B (12-18 + 0.1 X + 0.06 X - 5.4 X + 1.9 X + 2.2 X months) Cross BU Impact + 0.1 X + 0.04 X + 0.1 X + 0.1 X + 0.3 X Total Return of $1M investment in lever = 0.9 X = 1.3 X =0.4 X =2.2 X =2.5 X Natalie Kortum *Numbers for illustrative purposes; not actual Dell figuresMarketing Global

18. *Numbers for illustrative purposes; not actual Dell figures Plateau Range of Sales Spends A saturated curve shows over the last 3 years that we are in the plateau stage of the S curve Revenue Current Revenue Level Sales Investments Inception Sales Investments Global Marketing Natalie Kortum

19. What’s in the future? Natalie Kortum Global Marketing

20. Questions? Natalie Kortum3/30/2013 20 Confidential Global Marketing

21. Tips for explaining to non-Technical folks • Walk a mile in their shoes. • Run your presentation past a nontechnical supporter. – Pretend your audience is your 10 year old nephew or mother. • Only two minutes (and no more!) to explain your methodology. • Create proof points for your techniques – Execs who have used this approach. – Companies/markets using this approach. – Respected PhD or Tech person they trust to back the approach. • Watch the assumptions. – Choose only two or three if you must that might be highly suspect. • Use Analogies! Natalie Kortum Global Marketing

22. Direct Attribution has a big downfall • Direct = All or Nothing Traditionally Understated Traditionally Overstated Social Media Coupons Brand Campaigns Online Promotion/Referral Events Sales Corporate Social Responsibility Transactional Actions Natalie Kortum 22 22 Global Marketing

23. Natalie Kortum Global Marketing

24. Human Brain Network Natalie Kortum 24 Global Marketing

25. Natalie Kortum Global Marketing

26. Thank You Natalie Kortum marketingmathgirl.com

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Investment Optimization for Execs at Dell using Big Data

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