eMetrics Summit Interview Series: Vab Dwivedi at Dell
In anticipation of his co-presentation at eMetrics Summit in San Francisco, April 3-6, 2016, we asked Vab Dwivedi, Director of Digital Customer Experience at Dell, a few questions about pursuing digital marketing efficiency and effectiveness. Check out his interview in relation to his eMetrics Summit co-presentation entitled, Improving Customer Experience through Testing & Personalization.
Q: Where does digital analytics sit in your organization and how does it interface with your business units?
A: Analytics and Testing are very centrally positioned within Dell’s online operations. We have a very robust analytics organization. We have 40 resources dedicated full time to live A/B testing. Most changes, small or large, to the customer experience of Dell.com first come through our testing team to properly understand the business and customer impact before anything goes live “for real.”
Q: What’s the most valuable thing you learned in 2015? What’s the most important goal/trend for digital analysts to keep in mind as they look ahead to 2016?
A: Simplicity is always the best thing to keep in mind when looking at the user experience for your platform. As a digital professional, always keep the customer experience in mind and strive to find the best ways to optimize and simplify for your customers.
Q: What’s the latest analytics method/process/tool set that you have implemented and what advice would you give others?
A: Not the latest, but always a good rule of thumb is to strive to reach 90% statistical confidence AND look for truly diverging trends in your test results. Don’t be in a hurry to declare winners or to move to the next test(s). Quantity of tests run in a time period is not a measure of success. Quality of learnings and applied learnings are the things that truly provide value.
Q: What do you wish you could tell your five-years-ago self about this industry?
A: Be prepared to always be in a learning mode. There is no opportunity to become stagnant as the game is always evolving!
Q: Sneak preview: Please tell us a take-away that you will provide during your talk at the eMetrics Summit.
A: Simplicity in methodology can be most effective. It’s the little things that make the most difference to your KPIs.
Don’t miss Vab’s co-presentation, Improving Customer Experience through Testing & Personalization, at eMetrics Summit, on Tuesday, April 5, 2016 from 3:30 to 4:15 pm. Click here to register for attendance.