mongodb digital transformation 2015: digitaslbi helios

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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