mongodb digital transformation 2015: digitaslbi helios
TRANSCRIPT
Digital Transformation
Presented by Timothy Yip
11.18.14
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Timothy Yip Technical Director
DigitasLBi
@digitaslbi_uk
3 Photo by Kris / by-nc-nd
4 Photo by Pete / by
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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We help companies decide WHAT’S NEXT
and then we take them there.
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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
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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Helios Customer Vision
Experience
BRAND EXPRESSION
THE HELIOS EXPERIENCE
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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
Experience
BRAND EXPRESSION
MADE FOR EACH OTHER
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Business Goals
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
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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
Unique stylesheet
Brand-specific content
Shared template
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Brand Consistency: Same Template, Different Styling
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Brand consistency – Responsive across devices
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Customer Engagement
Customer moments from no awareness to loyal brand advocates.
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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 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
Customer Engagement: Always Relevant
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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
Technology Platform
The right tools for the job
ONE MULTI-BRAND SOLUTION
CROSS BRAND INTEGRATION
NOT A MASTER MANAGEMENT SOLUTION
AGILE TRANSFORMATION
PERFORMANCE
AVILABILITY
SCALABILITY
FLEXIBILITY
STRATEGIC FIT
Experience
HELIOS SPECIFICS
BEST PRACTICE
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HELIOS INFRASTRUCTURE
SERVICE & INTEGRATION
LAYER API Façade (Apigee)
Content Management Server (Adobe Experience Manager)
Load balancer/firewall/CDN
DAM MongoDB
Helios Architecture Overview
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
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Data challenges
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PII data locality Replicate for redundancy
Quick to add schema
Scale Automated provisioning
Enterprise monitoring
Where are we today?
49000 code commits
Amazing Stats?
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250 people in nine locations
23 Agile Sprints
15 sites, 4 brands ½ of Renault’s customer base
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.
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