Business Overview: Dell Inc. Dell, an American technology-company based in Round Rock, Texas, develops, manufactures, sells and supports personal computers, servers, data storage devices, network switches, personal digital assistants (PDAs), software, televisions, computer peripherals and other technology-related products. As of 2006, Dell employed more than 78,700 people worldwide. In 2007, Fortune magazine ranked Dell as the 34th-largest company in the Fortune 500 list, 8th on its annual Top 20 list of the most-admired companies in the United States.   Why MI Calls On Demand? As the largest online advertiser of computers and peripherals world-wide, Dell needs to constantly reduce the cost of delivering calls to it’s regionalized call centres. Calls On Demand does two significant things over the existing traditional channels of generating customer enquiries. Firstly the response profile is a lot greater than it was previously. In simple terms, more calls simply means more sales. As Dells advertising agent recognizes all too well – “We need to generate more traffic to the call centre’s if we are to grow this business”. Secondly, the Calls On Demand service provides the calls in a scheduled way to optimize call centre performance on an hour-by-hour basis. COD varies the promotion flow to match the call centre hours of operation and even staffing levels during lunch, evening and even holidays days. Every day schedule is different.   Campaign Results Dell currently advertisers two concurrent new and existing computer models with every campaign. Using COD’s ability to optimize interest in each market category, we are able to deliver 110% of every day call requests. This is a 200% improvement in previous enquiry rates, and now call profiles are ordered quarterly in advance. COD delivers sales in greater volumes, at a lower cost of acquisition over any traditional model previously.     As Dell's advertising agent recognizes all too well - "We need to generate more traffic to the call centres if we are to grow this business."   "This is a 200% improvement in previous enquiry rates, and now call profiles are ordered quarterly in advance."