EVOLVE'14 | Keynote | Charlie Taylor | Helios

Digital Transformation

Presented by Charlie Taylor

11.18.14

2

Charlie TaylorVP Group Director

DigitasLBi

@charlieca2 @digitas

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%

4

We help brands embrace the

creative and technological change

that is revolutionizing their business.

5

Digital is not a media channel.

It is a mindset.

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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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We help companies decide

and then we take them there.

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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.

9

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.

10

Helios Customer Vision

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

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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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

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-BRANDSOLUTION

CROSS BRAND INTEGRATION

NOT A MASTERMANAGEMENT SOLUTION

AGILE TRANSFORMATION

PERFORMANCE

AVILABILITY

SCALABILITY

FLEXIBILITY

STRATEGIC FIT

Experience

HELIOS SPECIFICS

BEST PRACTICE

25

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

.