Supernova Award Category
The Problem
As a global company, Lenovo wanted to expand the impact of analytics and customer intelligence reporting beyond analysts and data scientists to business users companywide. Lenovo divided the world into four geos with executives and business users in each area needing access to data from analytics—without the hassle or training required to work within the company’s analytics solutions. The challenge was taking highly technical data from the analytics environment and translate it into easy-to-understand reports and dashboards on a weekly bases to enable executives to make critical, data-driven decision in their respective locations.
The Solution
In order to achieve its goals, the company launched four key initiatives. First, Lenovo created workspaces for geos to provide executives with data science as a service to help them make critical business decisions. Second, advanced analytics and clustering in Adobe Analytics Premium was used to help clarify which customer segments were most qualified to receive offers for specific campaigns. Third, the company published weekly newsletters where analysts and data scientists translated complex data and analysis into actionable insights for executives. Finally, Lenovo created a custom analytics dashboard to provide insights through data visualizations across geos.
The results
By sharing clear customer insights with executives across the four key geos at Lenovo through newsletters, the GMs for each area have access to actionable intelligence necessary for data-driven decisions. These weekly reports have become part of regular management systems and engrained in how decision makers operate. Analysts at Lenovo can also share actionable data with key stakeholders across the company, breaking down data silos.
A key aspect of the data analysts are sharing comes from the advanced predictive clustering analysis they perform. Predictive clustering analysis qualify customer segments for specific offers and enables personalization and targeting through Adobe Target, increasing offer relevancy across geos.
Metrics
Specifically, Lenovo:
- Break down data silos across geos and across departments putting critical data and easy to consume insights into the hand of executives and business users
- Using a data science as a service approach, Lenovo analysts were able to uncover insights using advanced analytics such as clustering, optimization and personalization, which they were able to package up in weekly newsletters tailored for each of the company’s four geos
- Leverage customer intelligence outside of the analysts realm so business users across the company that have customer touch points, could make data driven decisions.
The Technology
Using data from the Adobe Analytics, Adobe Analytics Premium, and Adobe Target solutions within Adobe Marketing Cloud, as well as support from Adobe Consulting, Lenovo data scientists and analytics team can share critical customer intelligence and actionable insights across all four company geos in understandable ways, transforming how decisions are made.
Disruptive Factor
When an enterprise attempts to disseminate highly technical data and reports to business users broadly, there will be challenges—logistics and scale in providing data science as a service, cultivating trust for data among end users, and garnering the integration of new insights into decision-making processes are just a few. Lenovo faced all of these challenges and quickly overcame them by creating weekly newsletters that support a straight-forward understanding of what was happening in each geo, and clear insights into how the company can improve business in each region.
As a result, the process has truly taken hold across the company. GMs in each region now count on weekly newsletters data to make critical decisions. The overall process has proven to be highly successful and essential to global operations.
Shining Moment
Lenovo’s transformation from being an organization focused on dashboards to an organization that uses significant amount of data to do cutting edge analysis across 27 countries using the best of technologies and talent is significant. We developed the capability to use massive amounts of data across multiple data sources to piece together customer journey and experiences that reveal their preferences, likes and dislikes, that sometimes even they are not aware of.