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. Digital Transformation Presented by Charlie Taylor 11.18.14
- 2. 2 Charlie Taylor VP Group Director DigitasLBi @charlieca2 @digitas
- 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. 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. We help brands embrace the creative and technological change that is revolutionizing their business. 5
- 6. Digital is not a media channel. It is a mindset. 6
- 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. We help companies decide and then we take them there. 8
- 9. Helios A case study on how an automotive company is disrupting its own global marketing machine through the use of technology. 9
- 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
- 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. Business Goals
- 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. 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. Brand Consistency: Same Template, Different Styling 16
- 17. Brand consistency Responsive across devices 17
- 18. Customer Engagement Customer moments from no awareness to loyal brand advocates. 18
- 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
- 21. Customer Engagement: Always Relevant 21
- 22. Operational Efficiencies FIND A DEALER is just one of many shared features that currently are developed and maintained for each brand 22
- 23. Operational Efficiencies 23 CAR CONFIGURATOR is just one of many shared features that currently are developed and maintained for each brand
- 24. Technology Platform The right tools for the job
- 25. 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
- 26. 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
- 27. 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
- 28. 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
Editor's Notes
- http://blogs.wsj.com/cmo/2014/10/10/roel-de-vries-nissan-cmo-interview/?mod=WSJBlog&mod=WSJ_cmo_today
- 14 hours – average time spent shopping for a vehicle online 24 research touch points on average 72% of search sessions involve cross-shopping 25% year over year growth in auto shopping mobile usage
- We don’t mind where our clients start their journey. Whether you’re still plugging in your computer or you’re at the bleeding edge of innovation our What’s Next methodology is specifically designed to help you take the next step on your journey. All we ask for is a shared belief that our special blend of skills can make brands special, shareable and ultimately more valuable.
- You then end on saying what’s on the slide and lead into Helios as one of those clients we are taking there…
- Customer vision So how does this relate to the customer journey. We’ve used the steps in the journey to inform our CX principles that govern the overall experience. These are not linear principles attributed to each stage in a journey but work across any moment. HELIOS CUSTOMER VISION STATEMENT Helios makes this special relationship even more personal, pleasurable and rewarding – from the moment you first set eyes on your car, guiding you through choices that lead seamlessly to a more tailored test drive; to easing the day-to-day realities of ownership with timely, personalised service and support. It all helps to make one of our cars feel like ‘the one’. Like we are made for each other.
- The shared template would simply use brand specific content and a unique stylesheet for each of the brands. One template that rule them all, still complete creative flexibility for each brand. The approach can be used for a range of common pages like Homepage, Landing pages, Car product page and many more. In response to “Using VI and user experience navigation elements, create examples of remaining page templates as well as how you would create a new web VI for the Infiniti and Datsun site implementations” Our goal is to provide a global multi-brand template that is standardized to improve brand consistency, content sharing, and cost efficiency while still giving brands and regions the flexibility to meet local customer and business needs and express the unique personality of each vehicle. This balance is key to ensure the templates are fully integrated into the daily run the business activities around the globe. For example, smaller regions often do not have the budget or staff to support the large amount of content produced by a larger region and larger regions do not want to be limited by a template that only supports limited content when they can afford and support much more. To address this concern, we recommend creating templates that are scalable and allow the Vehicle Landing Pages (VLP) to be constructed using the Light or Heavy version. The Light version would be a single scrolling page with features, etc. included as content blocks on the page. The Heavy version would include a sub-nav for these categories that allows customers to visit these deeper pages and experience deeper, richer content. Both approaches would meet global goals by living within the same template structure, driving cost efficiencies and standardizing the look and feel. However, this approach also gives regions the flexibility to meet the unique needs of their markets and drive stronger business results. This is just one tangible example of our belief that finding ways to meet both global and regional needs will address regional concerns and make it easier to achieve overall global consistency and efficiency.
- Nissan side alone about 8 diff platforms, sitecore, adobe..
- Consider building the sections
- Go through journey.
- This is for the leave behind and I suspect that we are now asking the to move around each area.
- The red dashed box contains most of the technology Helios is creating; it is all hosted in AWS by DLBi (except Apigee) Users enter the stack via the firewall/load balancer exclusively on port 443. For the Content Manager Server Helios uses Adobe’s Audience Experience Manager is made up of a front-end server(s) that performs some caching (the Dispatcher) and a Publisher Server(s). There is also the authoring environment and storage associated with this. This front layer handles all content requests, but where data is required calls are made out to… The Service Layer By design this can be accessed independently of the Content Manager Server; this is for future use for Mobile Apps, for example. Helios has an API Façade which controls access to the Service Layer. For this Helios uses Apigee which is a SaaS; this software monitors load, licencing and routes requests. Where a back office system is simple and exactly what we need, Helios can merely proxy requests like-for-like from Apigee. Whilst Apigee can do more than just map fields/endpoints, Helios chooses to put more complex functionality in a Tomcat application server, as this is easier for Helios to perform Unit Tests on Helios needs to provide a service such as Book A Test Drive against many different Back Office implementations, e.g. some markets use Salesforce, some require an email to be sent to them. To accommodate this, the same end point in Apigee will route the request to a different backend based on the API key used. Sometimes the high level service invoked from AEM needs to call several back-end systems. In the case of Renault’s Add a Vehicle process, connections to six systems are needed. Helios tries to execute these in parallel to reduce the waiting time for the user. This kind of integration orchestration again occurs in Tomcat inside the AWS space. Some services require data to be held locally for speed, for this Helios uses MongoDB Some data in this database is accessed directly by the AEM application server This database is only a cache (because Helios is not a master system of record), this data must be populated from somewhere. Or Helios might collect data to be sent asynchronously to the Back Office. Helios currently uses S3 as secure and resilient way to interchange files
- http://blogs.wsj.com/cmo/2014/10/10/roel-de-vries-nissan-cmo-interview/?mod=WSJBlog&mod=WSJ_cmo_today
- Thanks, we hope that has been relevant and interesting. Any questions?
- Say ‘it all’
- Can we build a single high level architecture diagram, with principles + adobe product?