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Digital Transformation 
Presented by Charlie Taylor 
11.18.14
2 
Charlie Taylor 
VP Group Director 
DigitasLBi 
@charlieca2 @digitas
be happy when 
the day comes where 
. 
ROEL DE VRIES 
Nissan Motor Corp Global CMO 
October 10, 2104 
Source: http://blogs...
14 24 
72% 
Source: JD Power 2014 New Autoshopper Study 
25% 
Source: Millward Brown Digital/Google Vehicle Shopper Path t...
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. 
6
The Digital Transformation Journey 
BUILD INNOVATE LEAD 
Creative Storytelling 
Engaging Experiences 
Transactional Platfo...
We help companies decide 
and then we take them there. 
8
Helios 
A case study on how an automotive company 
is disrupting its own global marketing machine 
through the use of tech...
Helios 
GOAL: 
Create a single best-in-class global digital platform 
for all brands in the Renault-Nissan Alliance, and 
...
Helios Customer Vision
ONE DESTINATION 
A connected beginning 
SMART CONTENT 
Through continual profiling 
GUIDED MOMENTS 
Start with a recommend...
Business Goals
Business Goals 
BRAND 
CONSISTENCY 
OPERATIONAL 
EFFICIENCIES 
CUSTOMER 
ENGAGEMENT 
• Enhance brand 
experience in the di...
Brand consistency 
One template to many brands drives synergies 
Multiple brand experiences, 
minimal maintenance 
Unique ...
Brand Consistency: Same Template, Different Styling 
16
Brand consistency Responsive across devices 
17
Customer Engagement 
Customer moments from no awareness to loyal brand advocates. 
18
LOYALTY 
Enjoying the 
experience and the 
relationship with 
the brand 
ACTION 
Taking a test 
drive, configuring 
their ...
Customer Engagement: Always Relevant 
21
Operational Efficiencies 
FIND A DEALER is just one of many shared features 
that currently are developed and maintained f...
Operational Efficiencies 
23 
CAR CONFIGURATOR is just one of many shared features 
that currently are developed and maint...
Technology Platform 
The right tools for the job
ONE MULTI-BRAND 
SOLUTION 
CROSS BRAND 
INTEGRATION 
NOT A MASTER 
MANAGEMENT SOLUTION 
AGILE 
TRANSFORMATION 
PERFORMANCE...
HELIOS 
INFRASTRUCTURE 
SERVICE & 
INTEGRATION 
LAYER 
Helios Architecture Overview 
Load balancer/firewall/CDN 
Direct Pr...
Amazing Stats? 
27 
200 people in 
nine locations 
12 Agile 
Sprints 
All built in Amazon AWS 
using Chef automation 
8,91...
be happy when 
the day comes where 
. 
ROEL DE VRIES 
Nissan Motor Corp CMO 
October 10, 2104 
Source: http://blogs.wsj.co...
EVOLVE'14 | Keynote | Charlie Taylor | Helios
EVOLVE'14 | Keynote | Charlie Taylor | Helios
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EVOLVE'14 | Keynote | Charlie Taylor | Helios

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Presented at 3|SHARE's EVOLVE'14 - The Adobe Experience Manager Community Summit on Tuesday November 18th, 2014 at the Hard Rock Hotel in San Diego, CA. evolve14.com

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EVOLVE'14 | Keynote | Charlie Taylor | Helios

  1. 1. Digital Transformation Presented by Charlie Taylor 11.18.14
  2. 2. 2 Charlie Taylor VP Group Director DigitasLBi @charlieca2 @digitas
  3. 3. be happy when the day comes where . ROEL DE VRIES Nissan 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
  4. 4. 14 24 72% Source: JD Power 2014 New Autoshopper Study 25% 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 4
  5. 5. We help brands embrace the creative and technological change that is revolutionizing their business. 5
  6. 6. Digital is not a media channel. It is a mindset. 6
  7. 7. The Digital Transformation Journey BUILD INNOVATE LEAD 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 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 CONNECT UP THE BASICS START TO DIFFERENTIATE FUTURE-PROOF YOUR BUSINESS 7
  8. 8. We help companies decide and then we take them there. 8
  9. 9. Helios A case study on how an automotive company is disrupting its own global marketing machine through the use of technology. 9
  10. 10. 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
  11. 11. Helios Customer Vision
  12. 12. 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 MADE FOR EACH OTHER GIVING OUR CUSTOMERS A VOICE Connected communities BRAND EXPRESSION THE HELIOS EXPERIENCE 12
  13. 13. Business Goals
  14. 14. 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 14
  15. 15. Brand consistency One template to many brands drives synergies Multiple brand experiences, minimal maintenance Unique stylesheet Brand-specific content And this is how you leverage the biggest synergies between your brands, and at the same time create the ultimate customer experience Shared template 15
  16. 16. Brand Consistency: Same Template, Different Styling 16
  17. 17. Brand consistency Responsive across devices 17
  18. 18. Customer Engagement Customer moments from no awareness to loyal brand advocates. 18
  19. 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 AWARENESS Keeping the brand front of mind via campaigns and sponsorships ADVOCACY Actively recommending the brand to friends, family and others
  20. 20. Customer Engagement: Always Relevant 21
  21. 21. Operational Efficiencies FIND A DEALER is just one of many shared features that currently are developed and maintained for each brand 22
  22. 22. Operational Efficiencies 23 CAR CONFIGURATOR is just one of many shared features that currently are developed and maintained for each brand
  23. 23. Technology Platform The right tools for the job
  24. 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 25
  25. 25. HELIOS INFRASTRUCTURE SERVICE & INTEGRATION LAYER Helios Architecture Overview Load balancer/firewall/CDN Direct Proxy Back office API Façade (Apigee) Integration component (Tomcat) Back office Integration component (Tomcat) Back office Amazon S3 Integration component (Tomcat) Back office Back office MongoDB Content Management Server (Adobe Experience Manager) DAM ETL (MuleESB) Back office 26
  26. 26. Amazing Stats? 27 200 people in nine locations 12 Agile Sprints All built in Amazon AWS using Chef automation 8,910 files created 667,733 lines of code And a partridge in a pear tree
  27. 27. be happy when the day comes where . 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 28

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