March 5-6, 2019

Register Now Convince the Boss

How Dell EMC Tests and Strengthens Marketing Campaigns with Automated Research

Marketing results suffer if the messaging and design of your campaigns don’t resonate with your target audience. But aggressive schedules and lean budgets can make concept testing impossible.

Discover how Dell EMC found a research solution.

Dell EMC, an industry leader in converged infrastructure, servers, storage and data protection technologies, launches multiple digital marketing campaigns every year. These B2B campaigns target IT executives and managers and often highlight specific, quantifiable benefits of IT transformation with Dell EMC solutions.

Each campaign involves multiple executions across the digital landscape, requiring a tight, uncompromising development timetable. The schedules left no time for concept testing to ensure that the messaging resonated with IT professionals and that images and design reinforced the messaging with impact and immediacy.

In this presentation from Dell EMC’s Stephanie Woodstrom, joined by Zahara Malik from Dynata, you’ll learn how the team found an automated research solution that slashed concept testing from three weeks to five days. At the same time, the solution reduced costs – without sacrificing quality of insights even for a highly targeted B2B audience. Woodstrom will share:

  • The kinds of unexpected insights the team has learned from ongoing concept testing;
  • how they utilize real-time reporting and dashboard visualizations to keep campaign development moving;
  • how they’ve leveraged their findings to improve the effectiveness and efficiency of their marketing efforts; and
  • how your marketing or research team can do the same!


More sessions

See all sessions

Gap Customer Attrition – Path to Brand Restoration

Gap required a transformation to win back customers and leaned on the insights team to illuminate the path. The challenging question required Gap to think outside of the box and [...]


How and When to Use Online Qual for Designing Successful Consumer Studies

While most market researchers have used online qual, there are many practitioners who may not be aware of the multitude of online qualitative applications for various research initiatives. There are [...]


When Speed Meets Substance – Implicit CPG Insights

Experience the highly innovative ways top CPGS like Dannon or Sodastream are tapping into the consumer subconscious with automated implicit methods. Learn best practices to harness consumer emotions through behavioral [...]