Strategy & approaches to personalisation

Optimising the Nissan Australia

Online Experience

About nissan.com.au

• Audiences and user types have very different needs:

- Everything from pre-purchase consideration, through to post-purchase service delivery

• Needs to integrate with back-of-house systems

• Nissan need to glean more insight and data for forward planning, not just reporting

The opportunity to build the best car website in the world!

The Opportunity

Technology choices

• The platform needed to deliver cutting-edge content management features

• A thorough CMS assessment was undertaken

• Sitecore was selected to power the site

Personalisationstrategy

Objectives

• Make the customer journey simpler, more relevant and more engaging

• Improve goal conversion & leads

• Help sell more cars

Clear Goals

• Leads:

- Quote Request- Test Drive Request- Contact Me Request

• Enquiries

- Brochure Request- Locate a Dealer- Contact Me Request- Build Your Own vehicle completion

• Registration

- Interest in new models- eNewsletter Subscription- Social Media friend, fan and follow

Role of Personalising the User Experience

Approach to Personalisation

Levels of Personalisation

Objective PersonalisationPersonalisation based on “single component” rules that are definitive in nature - “If this, then show that”. E.g. if searching Google for “SUV”, show appropriate vehicles

Behavourial PersonalisationPersonalisation based on an anonymous user journey or activities on site.E.g. Viewing multiple Utes could mean visitor is a “Tradie” persona

Profiled PersonalisationPersonalisation based on pre-existing knowledge of user. Could relate to customer entered data, CRM or social media profile. Allows triggered and out-bound personalised content

Social PersonalisationPersonalising the experience based on social shared contentE.g. Shared links from a BYO vehicle, shared outcomes from a social campaign such as Nissan’s FlashForward

Objective Personalisation Examples

Examples - Trigger Types Examples - Where Personalised

Examples - What Personalised

• In-bound Search Terms

• Homepage• Landing Pages• Campaign Landing Pages• Accessory Page

• Promo carousal• Pre-configured Variant• Highlighted Offers• Open Accessory Categories

• Upstream Entry Point• Campaign Landing Pages

from display advertising and sponsorship

• Marketing content• Campaign messaging• Audience segment specific

content

• Visitors Geolocation• Homepage• Campaign Landing Pages• Offers Page

• Imagery (location specific)• Marketing content• Highlighted Offers• Dealer locations

Behavioural Personalisation Examples

Examples - Trigger Types Examples - Where Personalised Examples - What Personalised

• Build Your Own completion followed by Locate a Dealer

• Homepage on next visit to site

• Main vehicle image on HP

• Saving of one model (one or multiple variants)

• Showroom default search current and next visit

• Main vehicle image on HP

• Preconfigured Variant

Profiled Personalisation Examples

Examples - Trigger Types Examples - Where Personalised

Examples - What Personalised

• Site Entry via EDM targeted to recipients based on BYO completion

• Model Landing Page• Campaign Landing Page• Calls to action

• Variant or Offers highlighted

• Marketing content• Copy – Gender targeted

• Test Drive Request for a Micra with Brisbane Postcode

• Email confirmation

• Marketing content – e.g. Bris event aimed at younger drivers where Micra is highlighted

• User flow from Nissan site to Dealer Site via Mobile

• Next Nissan visit via Mobile

• Immediate redirect to Dealer site or Prominent CTA to go to that Dealer site

Engagement Plan

Social Personalisation Examples

Examples - Trigger Types Examples - Where Personalised

Examples - What Personalised

• Socially shared link from a BYO vehicle

• Personalised BYO Vehicle page

• Ability to comment, feedback to sharer

• CTA to compare• CTA to BYO

• Socially shared link via social campaigns, e.g. Nissan’s FlashForward

• Personalised FlashForward Timeline or campaign page

• Ability to comment, feedback to sharer

• Social shared personal reviews or testimonials

• Vehicle pages with review content

• Ability to like, share and comment

Preparation and Ongoing Management Implications

Objective Personalisation

Behavourial Personalisation

Profiled Personalisation

Social Personalisation

Rules Content

• Integrate with SEM and marketing efforts

• Create library of triggers with cause and impacts mapped

• Simple relational rules

• Iteration of Marketing Messages

• Multiple Images in library for same assets and real estate

• Offer promotional creative in multiple formats targeted to different demographics

• Integrate with metrics reporting around desired user paths/actions

• Often will take effect on next visit or reversion to Home Page

• Iteration of Marketing Messages

• Multiple Images in library for same assets and real estate

• Offer promotional creative in multiple formats targeted to different demographics

• Requires more sophisticated data infrastructure

• Perfect for A:B & MV Testing

• Iteration of Marketing Messages

• Multiple Images in library for same assets and real estate

• Offer promotional creative in multiple formats targeted to different demographics

• Requires the ability to personalise sharing links

• Identify in-bound traffic and associate with influencers

• Iteration of Marketing Messages

• Multiple Images in library for same assets and real estate

• Offer promotional creative in multiple formats targeted to different demographics

Phased Approach

Launch + 3 Months + 6 Months + 9 Months

Level of Personalisation

• Objective• Basic

Behavioural

• Objective• Moderate

Behavioural

• Objective• Sophisticated

Behavioural• Basic Profiled

• Objective• Sophisticated

Behavioural• Sophisticated

Profiled

Types of Setting

• Simple A:B based on content variation but not based on Rule Def

• A:B – content and Rule Def

• A:B – content and Rule Def

• Basic MV

• A:B – content and Rule Def

• Sophisticated MV

> > >>

Testing and Measurement

• Our measurement needs go far beyond analytics

• Deep insight for propensity planning, customer segmentation, profiling and reporting

Lessons

Lessons

• Don’t wait for perfect – Iterate and learn

• Choose your battles

• Content – it’s a trap!

• There are many ways to build a site

• There is no end…

In Summary

• Planning for personalisation via the DMS needs to happen early

• Define goals first

- Do different personas have different goals?- Or is the communication different, but the goal the same?

• Make sure content planning happens alongside goals

• Start with small changes that will yield big outcomes

• Build meaningful reports that will prove the value of continued personalisation and testing

Thanks!