Nuts & Bolts - Case Study: Dell Uses Data to Improve Social ROI
In the pilot program that started and ended in 2012, Dell saw social media marketing using predictive models result in three times the normal close rate. Gupta says "normal" is the close rate Dell sees in its other marketing programs, which include other channels.
"The way we actually defined the close rate was the sales opportunities which we were actually able to book, divided by the number of opportunities which we had created from those customer targets," Gupta says.
Helping leads along also shortened the sales cycle by 25 percent, he says, and Dell saw 75 percent accuracy in customer targeting with the predictive models.
According to Gupta, those numbers have held fairly steady since the program's rollout in late 2012.
"We are continuing to expand this program," Gupta says. "We started this program in North America. Now we are actually expanding this program in other regions. … We are not only looking at this program … for generating customer targets, we're also looking at it as our broader strategy of 'What is the type of content we should create and what is the type of content which is useful to our customers?'"