Alienware Achieve 100 Million in Annual Sales Online with Omniture
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Case Summary
With 80 percent of its business conducted online, it is essential for Alienware—a manufacturer of high-performance desktop, notebook, media center and professional systems—to understand its customer’s online behavior. Previously relying on crude Web log reports, Alienware deployed Omniture SiteCatalyst, Data Warehouse, Discover and Omniture’s integration with DoubleClick’s DARTmail service.
Alienware faced important business challenges including:
- How to gain deeper insight to analyze online channel
- Optimizing the online channel to drive company growth
- Gaining a competitive advantage through advanced analytics
- Improving e-mail marketing effectiveness
Today, Alienware has a gained deeper insight and is optimizing the online channel to drive company growth. The company boasts more than $100 million in online sales with an average transaction near $3,000. Additionally, the company has experienced a 35 percent annual growth in unique site visitors and using SiteCatalyst, saw a 105 percent increase in online holiday sales in 2005. After deploying DARTmail, Alienware also experienced outstanding success with e-mail campaigns including one campaign bringing in more than $160,000 in incremental revenue.
