Targeted e-commerce strategy increases revenue
In a competitive e-commerce landscape, Lenovo needs to stay agile. “If we don't adapt then we will be lag behind and we will not be able to move the needle as fast as possible,” shares Santhosh.
To support this fast pace, Lenovo’s analytics team pulls data from their unified customer intelligence platform (LUCI Sky) into Tableau to analyze the customer experience on their e-commerce site. Tableau dashboards show how customers interact with content at each stage of the customer journey, helping Lenovo teams more effectively target customers and ultimately, sell more product.
Santhosh explains, “Tableau helps us map out the engagement journey, starting from exploration to the post-purchase scenario at different stages. This is being used by the organisation including the top-level executives to take decisions on a daily basis.”
In a recent article with Analytics India Magazine, Santhosh shared how Tableau helps Lenovo teams consolidate data sources to see the full scope of the customer experience.
“We have created one unique dashboard by integrating 30 different data sources,” says Santhosh. “All these data sources talk about customer feedback, which can be from social media, retailer websites, or surveys. We go through all of this data and run natural language processing to understand the themes or customers’ sentiment about Lenovo products.”
“Real-time decision-making is empowering stakeholders to drive business decisions faster, which will of course result in increased key success metrics like sales and revenue.”