2017 Winner Profile


Project Description:
In 2015, VMware Inc.'s sales and marketing business groups started looking for ways to exploit data to boost the company's revenue. The groups first identified use cases and then launched the Advanced Analytics initiative aimed at building propensity models targeted at product list price optimization, what-if models to develop product discount tiers and sales and marketing lead qualification and scoring to allow sales reps to target the right set of leads and opportunities that have a high propensity to close. The project, which began in July 2015 and was completed in February 2016, applied the principles of advanced analytics and data science to turn VMware's data assets into revenue and customer support productivity drivers. It also identified real life digital use cases in sales, marketing and customer support that would benefit from propensity or predictive models. The global support group identified service request leakage and topic modeling as their pilot use cases. After implementation these models have resulted in an ROI of over $190 million in a year.
Business Functions:
Customer Service or Support, Marketing, Sales
Business Goal:
Customer Experience, Financial impact
Bask Iyer, SVP & Chief Information Officer
Pat Gelsinger, Chief Executive Officer
Palo Alto, CA
Computer Software
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