Feb 2, 2015 - Inspired by the potential of big data, the Lenovo Global Business. Intelligence team designed a self- serv
CASE STUDY
COMPUTER SERVICES
Lenovo puts customers first with its big-data platform Lenovo Global Business Intelligence delivers customer insights in seconds with a high-performance big-data solution Overview Inspired by the potential of big data, the Lenovo Global Business Intelligence team designed a selfservice platform to deliver real-time analytics that provide meaningful insights—across the business, and for all touch points along the customer’s journey. The team deployed a cloudbased solution called Lenovo Unified Customer Intelligence (LUCI Sky), using high-performance Lenovo technologies and the latest software to support data integration, data visualization and predictive analytics. LUCI Sky now enables business users to access high-value, actionable customer insights, often in a matter of seconds.
Lenovo intelligence team accelerates insights Traditionally, the Lenovo Global Business Intelligence team has supported its internal customers by providing historical data reporting, e-commerce data sets and web analytics to help inform business decisions. But in many cases, the insights revolved around trends—and business users were missing out on the real-time insights to improve the customer experience. Meanwhile, there was no integrated way to see if marketing campaigns were successfully driving sales or increasing profitability because data was spread across more than 25 different sources. The team needed to empower business users to get the right insights to drive real strategic value. The goal was threefold: to help business users understand, measure and optimize the end-to-end customer journey; better leverage engagement marketing to drive sales; and help improve customer profitability using e-commerce strategies.
“With this Lenovosupported architecture, we’ve been able to execute two billion rows of information in one second. That’s impressive performance.” — Marc Gallman, Senior Manager of Big-Data Architecture, Lenovo
CASE STUDY
COMPUTER SERVICES
Customer intelligence solution evolves
Impressions 8,700K ANZ (Australia)
1K
3,009K
5,688K
Visits
290,493
138,474
30,515
36,407
Units
14,573
4,114
72
931
28
916
N.A
12,334
3,897
Tele
442
N.A
32
Web
1,797
217
40
Retail
Affiliate
Apps
CSE
Direct
Display
Impressions
0.18%
Note: 1. 'Select Metric' is applicable only for 'Trended Chart'. 2. In 'Imprs. Vs Cost' chart, size of the bubble represents Click Through. 3.** Video is only Tubemogul and does not have SiteCatalyst Click above program to view details
Date Range:-
2/2/2015 -
Abc
02/08/2015
2,394,701
Online Visits
512,945
Unique Visitors
435,366
Avg. Bounce Rate
27.27%
Direct 27.64%
Apps 0.04%
CSE 1.98%
171,535
Direct
145,691
Display
69,483
SEM
64,896
Email
37,544
Affiliate
22,038
CSE
10,413
Paid Social
3,818
Organic Social
1,452
200K
150K
100K 200K 50K
0K
Direct
Affinity
CSE
Email
Paid Social
Affiliate
Apps
Display
Organic Social
SEM
Lenovo.com Sales
Yoga 3 Pro
Abc
02/08/2015
Tablet 2
processing of data to develop prescriptive insights,” explains Marc Gallman, Senior Manager of Big-Data Architecture at Lenovo.
Previous Yoga Generations
6.62%
56.48%
Yoga Product Category applied only for 'Booked Order Vs Revenue' and 'Product Status'
Quantity
4.13%
Revenue
Booked Order Vs Revenue
Revenue
3K
30.73% 6,686
33.50% 2,240
2K 1M
1K
Quantity
Revenue
Booked
1,385
$1,179,240
Shipped
677
$634,216
$936.80
Return
-68
-$64,885
$954.19
30-Mar-15
$851.44
Conversion Rate Trend
Program Conversion Rate
2%
Direct 0.35%
Affiliate 2.13%
Apps 0.46%
Conversion rate = Orders / Visits (Data source: Omniture, Attribution: Last touch)
Direct
Apps
Email
SEM
Affiliate
CSE
Organic Social
SEO
Affinity
Display
Paid Social
Sales & Traffic Overview
Online Visits
Tele Retail Units Units
Web Units
30-Mar-15
23-Mar-15
16-Mar-15
23-Feb-15
SEM 0.46%
09-Feb-15
0% 02-Feb-15
SEO 0.31%
1%
16-Feb-15
CSE 0.53%
23-Mar-15
SAP AUR
Conversion Rate
Email 0.51% Display 0.26%
16-Mar-15
09-Mar-15
23-Feb-15
02-Mar-15
16-Feb-15
0K
0.46%
09-Feb-15
0M
02-Feb-15
Conversion Rate
2M
Quantity
2/2/2015 -
21,756
collection to delivery of a slide deck to an internal executive in minutes.
to be a great platform for very quickly delivering true analytics—the heavy statistical
SEO
Sales
across vast amounts of data within seconds, enabling the team to move from data
“This integrated system of technologies supported by Lenovo hardware has proven
30-Mar-15
0K 23-Mar-15
14
multitude of technologies. This innovative end-to-end solution can support queries
• Adobe analytics, IBM SPSS and R solutions for predictive analytics
SEO 32.54%
400K
16-Mar-15
218
Customer Intelligence solution (LUCI Sky) is a scalable, complex platform running a
• Tableau software for data visualization
SEM 12.31%
600K
09-Mar-15
Apps Affinity
integration, data visualization and predictive analytics. Today, the Lenovo Unified
• Clarabridge software for managing natural-language processing (NLP)
Paid Social 0.72%
Email 7.12%
Display 13.18%
Program Visits
SEO
ThinkServer cluster with intelligent Intel Xeon processors that supports intensive data
• Cloudera and Hadoop software for digesting distributed data in real time
30-Mar-15
Organic Social 0.28% AffiliateAffinity 4.18% 0.00%
Program Visits
big-data, Hadoop solution with high availability. This solution included a 10-node
processing and storage
23-Mar-15
% Share of Visits by Program
Page Views
That’s when the Lenovo Global Business Intelligence team got to work developing a
Retail Units
Online Visits
600K 400K 200K
Tele/Web Units
0K
Retail Units
• High-performing Lenovo ThinkServer rack server solution for transactional
16-Mar-15
09-Mar-15
0M
36.91%
technologies, which include:
Video
5M
512,945
The LUCI Sky solution is a distributed big-data platform consisting of multiple
SEO
Select Chart ↓
Trended
Consideration (Program Traffic Overview)
Date Range:-
Successful big-data architecture emerges
SEM
Select Metric
10M
1,161
Media Cost Click Through Rate
Organic So Paid Social
Impressions
All - Trended
23-Feb-15
Click Through
Email
14,982,233
04/05/2015
656,623
02-Mar-15
2/2/2015 -
digital marketing agencies, retail stores and Lenovo.com, for example, but developing insights from all of this data was a nearly impossible task.
Affinity
4,844,186 Date Range:Impressions
09-Mar-15
marketing, search-engine optimization and more. Data is available from ad partners,
Awareness (Media Performance)
02-Mar-15
marketing campaigns, which can include social media elements, advertising, affiliate
Brazil 18
Chile
Argentina
23-Feb-15
engaging with customers? Again, there was no way to see the end-to-end data for
Japan 931
02-Mar-15
to measure the effectiveness of their campaigns. How well were they actually
28
Colombia
Switzerland 252
02-Feb-15
In addition to optimizing the customer journey, marketing teams needed to be able
N.A 15
Australia 72
UK Netherland 272 867
02-Feb-15
for providing business users with a single, integrated view.”
LA 17,056
Visits
to the data sets for each touch point, but we didn’t have the back-end infrastructure
Japan
Mexico 10
“At that time, understanding the customer journey, optimizing the customer journey Ashish Braganza, Director of Global Business Intelligence at Lenovo. “We could get
Units 19,718
EMEA
1K
US 14,573
and connecting the customer journey was a very disjointed experience,” explains
Sales
Visits 513K
NA (US) Impressions
09-Feb-15
disparate data sets, but no “big-picture” view of customer satisfaction.
Created by Global Business Intelligence
Consideration
16-Feb-15
(from exploration and consideration, to purchase and support). There were dozens of
Awareness
.
February 2, 2015
16-Feb-15
understand customer sentiment across all the touch points of the customer journey
Yoga Dashboard Dashboard is updated till 05 Apr, 2015
Select Week
09-Feb-15
When the project began three years ago, business users were struggling to
3K 2K 1K 0K 15K 10K 5K 0K 02-Feb-15
09-Feb-15
16-Feb-15
23-Feb-15
02-Mar-15
09-Mar-15
16-Mar-15
23-Mar-15
Retail Sales (Units) Distribution by Countries / State / Retailer ** State detail available only for US. Retailer detail applicable to ANZ, EMEA & Japan only.
CA, US 1,525 8.89%
Retailer K , Germany 932 5.44%
Retailer 18, Japan 593 3.46%
Retailer P , Germany 422 2.46% TX, US 1,229 7.17%
FL, US 1,052 6.14%
ZZ, US 796 4.64%
NY, US 714 4.16%
IL, US 420 2.45% Retailer 10 , UK 419 2.44% Retailer Q , Germany 380 2.22%
30-Mar-15
Retail Units 0 VA, US 377 2.20% PA, US 363 2.12% NC, US 341 1.99% CO, US 333 1.94% NJ, US 333 1.94%
The Yoga dashboard measures efficacy of media spend (awareness), visits generated to the website (consideration) and total units sold (sales).
Retailer 19, Japan 323 1.88% GA, US 322 1.88% OH, US 294 1.71% MI, US 282 1.64% WA, US 282 1.64% MD, US 277 1.62%
AZ, US 267 1.56% IN, US 212 1.24% France 179 167
WI, US 239 1.39%
MN, US 239 1.39%
K , UK 140 4, 103 103
Germany 153
102 OK, US 95
Retailer R,
US 116
US US
1,525 MA, US 228 1.33%
US 114
US US
OR, US 220 1.28%
US 113
US
COMPUTER SERVICES
CASE STUDY
Solution components Hardware • ThinkServer rack servers with Intel Xeon processors Software • Adobe analytics • Cloudera Hadoop • IBM SPSS • R • Tableau • Talend
“Today, we have an end-to-end dashboard that the marketing team actually uses to measure the performance of a campaign, whether the metrics are for a video, social, paid search, organic search, etc. Everything is available in a single view.” — Ashish Braganza, Director of Global Business Intelligence, Lenovo
The Customer Experience dashboard sits on top of the LUCI Sky platform, providing a single view for measuring Lenovo customer sentiment across the end-to-end customer journey.
COMPUTER SERVICES
Currently, two executive dashboards sit on top of the LUCI Sky platform for easy access by business users. The Customer Experience dashboard uses NLP to display the week-by-week sentiment of customers, so business users can understand the drivers of satisfaction and key areas to focus on for the business. In addition, the Marketing Campaign dashboard enables marketing teams to measure the end-toend performance of marketing campaigns. This way, they can connect how a specific media spend might relate to a customer researching online and ultimately buying the product—either online or through a retail store.
Impressive performance enables impressive results LUCI Sky and the Lenovo Global Business Intelligence team now serve 27 internal stakeholder groups and deliver insights for all customer touch points, primarily around sales and marketing analytics. “We have designed a very fast platform. We can execute two billion rows of information in one second,” adds Gallman. Based on this architecture, the Lenovo team has achieved the perfect balance between speedy processing of data and intensive data discovery, and can deliver both in seconds. “The main goal is to drive down costs, drive revenue and deliver ROI,” explains Gallman. “That’s where we want to go with the platform.”
For more information To learn more about Lenovo systems contact your Lenovo Sales Representative or Lenovo Business Partner, or visit: lenovo.com/systems To share and connect:
© 2015 Lenovo. All rights reserved. Availability: Offers, prices, specifications and availability may change without notice. Lenovo is not responsible for photographic or typographic errors. Warranty: For a copy of applicable warranties, write to: Warranty Information, 500 Park Offices Drive, RTP, NC, 27709, Attn: Dept. ZPYA/B600. Lenovo makes no representation or warranty regarding third-party products or services. Trademarks: Lenovo, the Lenovo logo and ThinkServer are trademarks or registered trademarks of Lenovo. Intel, the Intel logo, Xeon and Xeon Inside are registered trademarks of Intel Corporation in the U.S. and other countries. Other company, product, and service names may be trademarks or service marks of others. Visit http://www.lenovo.com/lenovo/us/en/safecomp.html periodically for the latest information on safe and effective computing. All data in the dashboads is for demonstration purposes and does not reflect actual Lenovo results. LYC03185-WWEN-01
CASE STUDY
