evolve'14 | keynote | charlie taylor | helios
TRANSCRIPT
ROEL DE VRIESNissan Motor Corp Global 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 3
be happy when the day comes where
.
2414
Source: JD Power 2014 New Autoshopper Study
72%
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
Source: JD Power 2014 New Autoshopper Study
25%2414 72% 25%
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We help brands embrace the
creative and technological change
that is revolutionizing their business.
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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
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Helios
A case study on how an automotive company
is disrupting its own global marketing machine
through the use of technology.
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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.
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ONE DESTINATIONA connected beginning
SMART CONTENTThrough continual profiling
GUIDED MOMENTSStart with a recommendation
DIRECT CONNECTIONTo dealers, and the brand
NEVER FORGET A CUSTOMERContinue relationships post-purchase
GIVING OUR CUSTOMERS A VOICEConnected communities
Experience
BRAND EXPRESSION
THE HELIOS EXPERIENCE
MADE FOR EACH OTHER
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Business Goals
BRANDCONSISTENCY
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
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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
Uniquestylesheet
Brand-specificcontent
Sharedtemplate
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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
AWARENESS
Keeping the brand front of mind via campaigns and sponsorships
ADVOCACY
Actively recommending the
brand to friends, family and others
Operational Efficiencies
FIND A DEALER is just one of many shared features that currently are developed and maintained for each brand
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Operational Efficiencies
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CAR CONFIGURATOR is just one of many shared features that currently are developed and maintained for each brand
ONE MULTI-BRANDSOLUTION
CROSS BRAND INTEGRATION
NOT A MASTERMANAGEMENT SOLUTION
AGILE TRANSFORMATION
PERFORMANCE
AVILABILITY
SCALABILITY
FLEXIBILITY
STRATEGIC FIT
Experience
HELIOS SPECIFICS
BEST PRACTICE
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HELIOS INFRASTRUCTURE
SERVICE & INTEGRATION
LAYER
Helios Architecture Overview
Direct Proxy
Back office
API Façade (Apigee)
Integration component (Tomcat)
Back office
Integration component (Tomcat)
Back office
Amazon S3
Integrationcomponent(Tomcat)
Back office
Back office
MongoDB
Content Management Server(Adobe Experience Manager)
Load balancer/firewall/CDN
DAM
ETL(MuleESB)
Back office
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Amazing Stats?
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200 people in nine locations
12 AgileSprints
All built in Amazon AWS using Chef automation
8,910 files created
667,733 lines of code
And a partridge in a pear tree
ROEL DE VRIESNissan 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 28
be happy when the day comes where
.