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Product Reviews Function

Product Reviews Function. Who are we and what do we do?? Transactional & Relationship Reviews & Performance teams reside in CPG reporting to Kevin Kettler

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Product Reviews Function

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  1. Product Reviews Function • Who are we and what do we do?? • Transactional & Relationship Reviews & Performance teams reside in CPG reporting to Kevin Kettler • The labs manage the process of benchmarking, building, and shipping systems for media evaluation purposes (ie.. PC Magazine, PC Week, NY Times). • Reviews Process is cross-functional, cross-LOB, and global • What do we need? • A global reporting tool to track media coverage • Why Detailed Method Needed to Track Review Results? • OOC monthly meetings, Close the Sale, Customer Briefings, Direct Mail/TV • Ability to measure ROI Determine how much to invest globally in program • How do we track media coverage now?? • Americas uses the already launched reviews reporting tool on inside.dell.com • EMEA, AP, Japan are more dependent on agencies and rely on e:mail • Reviews Reporting tool is currently not for external use (agencies) • How can PG IT help? • Take current Reviews Reporting Tool and support launch in EMEA, AP/Japan • Assist in enabling external agency access to tool • Fix bugs discovered in past year

  2. PARTProduct Awards Reporting Tool • Reviews Reporting Tool • Launched July 2000 in EMEA and Americas • Intranet product reviews database for global PR organizations • Allows Sales, Segment and Product Marketing, and Execs to easily access timely information relating to product media coverage (all LOBs) • Enables PR to refer all organizations to a single source for all product lines to complete their own searches for information • Product Awards Reporting Tool (PART) • Re-launch December 2001 • Launch and Sustaining IT support paid for by Product Group • Includes End-user and Admin interface improvements, bug fixes, agency access • PART requires regional ownership • Central Point of contact for issue resolution, training, improvements • Americas PR = Lionel Menchaca • APCC = Judy Low & Rob Small • Japan = Risa Sakamoto & Taeko Miyazono • EMEA = Rose Bambi and Caroline Stephens • PG requires PR commitment to keep database updated • PR to determine how best to do this—agency, temp, Dell PR • Required by PG as a condition of paying for the re-launch of PART

  3. DHS Reviews ImpactProduct Awards Reporting Tool • DHS tracks impact of positive reviews coverage to ad spend and revenue • ~10% of DHS queue calls are attributed to positive product reviews • Cost of call is reduced when a positive review is present in the same issue as and ad

  4. Americas PR Efficiency IncreaseProduct Awards Reporting Tool • Americas Transactional Reviews Managers more efficient with launch of Reviews Reporting Tool • Trained COC, PG, Brand Marketing on Tool to increase usage, decrease PR requests for information • Continual reinforcement of referring internal Dell customers to web tool is required to realize efficiencies • Americas PR or PR agency to enter information into PART? • More cost effective to complete task internally if time permits

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