Digital Transformation with DigitasLBi and the Renault / Nissan Alliance

1. Digital Transformation
Presented by Timothy Yip
11.18.14

2. 2
Timothy Yip
Technical Director
DigitasLBi
@digitaslbi_uk

3. 3Photo by Kris / by-nc-nd

4. 4Photo by Pete / by

5. Helios
A case study on how an automotive company
is disrupting its own global marketing machine
through the use of technology.
5

6. We help companies decide
WHAT’S NEXT
and then we take them there.
6

7. Creative Storytelling
Engaging Experiences
Transactional Platforms
Performance Marketing
Mobile Ecosystems
Social Programming
Actionable Analytics
Influencer Management
Optimization
Emerging Technologies
Data-driven Storytelling
Breakthrough User-Experience
Multi-platform Distribution
Social CRM
Advanced Data-Driven Insight
Employee Moblilization
Advocacy Management
Personalization
BUILD INNOVATE LEAD
CONNECT UP THE BASICS START TO DIFFERENTIATE FUTURE-PROOF YOUR BUSINESS
World-class storytelling across
Owned, Earned & Paid Media
One-to-one Marketing
Business Creation
Real-time Content Distribution
Through-the-Line Execution
Service Innovation
Digital Change Management
The Digital Transformation Journey
7

8. Helios
GOAL:
Create a single best-in-class global digital platform
for all brands in the Renault-Nissan Alliance, and
deploy for every region, market, and brand by end 2017.
8

9. Helios Customer Vision

10. BRAND
EXPRESSION
THE HELIOS
EXPERIENCE
10

11. ONE DESTINATION
A connected beginning
SMART CONTENT
Through continual profiling
GUIDED MOMENTS
Start with a recommendation
DIRECT CONNECTION
To dealers, and the brand
NEVER FORGET A CUSTOMER
Continue relationships post-purchase
GIVING OUR CUSTOMERS A VOICE
Connected communities
BRAND
EXPRESSION
MADE FOR
EACH OTHER
11

12. Business Goals

13. Business Goals
BRAND
CONSISTENCY
OPERATIONAL
EFFICIENCIES
CUSTOMER
ENGAGEMENT
• Enhance brand experience
in the digital customer
journey
• Increase net promoter
score
• Social amplification
• Reduce operational costs
• Increase sales attributable
to digital
• Increase share of mobile
audience
• Increase user interaction
and conversion
• Increase traffic to websites
13

14. Brand consistency
And this is how you leverage the biggest synergies between your brands,
and at the same time create the ultimate customer experience
One template to many brands drives synergies
Multiple brand experiences,
minimal maintenance
Unique
stylesheet
Brand-specific
content
Shared
template
14

15. Brand Consistency: Same Template, Different Styling
15

16. Brand consistency – Responsive across devices
16

17. Customer Engagement
Customer moments from no awareness to loyal brand advocates.
17

19. LOYALTY
Enjoying the
experience and the
relationship with the
brand
ACTION
Taking a test drive,
configuring their
vehicle & agreeing
a price and
purchase
CONSIDERATION
Cutting the shortlist down
to a choice
that suits them
FAMILIARITY
What cars are out
there that meet their
needs, what new
features they should
look out for…
AWARENESS
Keeping the brand front
of mind via campaigns
and sponsorships
ADVOCACY
Actively
recommending the
brand to friends,
family and others

20. Customer Engagement: Always Relevant
20

21. Operational Efficiencies
FIND A DEALER is just one of many shared features
that currently are developed and maintained for each brand
21

22. Operational Efficiencies
22
CAR CONFIGURATOR is just one of many shared features
that currently are developed and maintained for each brand

23. Technology Platform
The right tools for the job

24. ONE MULTI-BRAND
SOLUTION
CROSS BRAND
INTEGRATION
NOT A MASTER
MANAGEMENT SOLUTION
AGILE
TRANSFORMATION
PERFORMANCE
AVILABILITY
SCALABILITY
FLEXIBILITY
STRATEGIC FIT
HELIOS
SPECIFICS
BEST
PRACTICE
24

25. HELIOS
INFRASTRUCTURE
SERVICE &
INTEGRATION
LAYER
API Façade (Apigee)
Content Management Server
(Adobe Experience Manager)
Load balancer/firewall/CDN
DAM MongoDB
Helios Architecture Overview

26. SERVICE &
INTEGRATION
LAYER
API Façade (Apigee)
Integration
component
(Tomcat)
Back office
Integration
component
(Tomcat)
Back office
Integration
component
(Tomcat)
Back office Back office
MongoDB
Integration
component
(Tomcat)
ETL
(MuleESB)
Back office
Amazon S3
& SQS
Helios Architecture Overview

27. 27
Data challenges
27
PII data locality
Replicate for
redundancy
Quick to add
schema
Scale
Automated
provisioning
Enterprise
monitoring

28. Where are we today?

29. 49000 code
commits
Amazing Stats?
29
250 people in nine
locations
23 Agile
Sprints
15 sites, 4 brands
½ of Renault’s
customer base

30. ROEL DE VRIES
Nissan Motor Corp CMO
October 10, 2104
Source: http://blogs.wsj.com/cmo/2014/10/10/roel-de-vries-nissan-cmo-
interview/?mod=WSJBlog&mod=WSJ_cmo_today
30
I’d be happy when
the day comes where
‘Digital’ disappears.
“
”