Case Study: Dell achieves improved site visitor experience and personalized engagement with Demandbase Web Analytics

Dell Improves the Site Visitor Experience Leverages Demandbase Real-Time Identification and Adobe Test and Target

Dell’s Public and Large Enterprise marketing team at Dell needed to improve the website experience for visitors, especially those from healthcare, education and government verticals who struggled to find relevant content. They also lacked account-level insight into click paths and bounce rates, so they sought a solution to segment traffic by industry and account to understand behavior and reduce site abandonment.

They implemented Demandbase Web Analytics integrated with Adobe SiteCatalyst and Adobe Test & Target to segment visitors by company attributes, track entry points and engagement, and test targeted creative “signposts.” The solution revealed industry-specific engagement patterns (e.g., Higher Education clicked signposts 8× more than K–12; State & Local clicked twice as much as Federal), and enabled rules to route visitors to relevant landing pages, simplified reporting, and an account-based content strategy.

Dell