“Build Your Personalization At Scale”

I have designed and led a two-days workshop with Renault / Nissan Alliance’s digital teams to tune up their omnichannel personalization strategy as part of their Digital Platform. This platform leverages 6 global SaaS solutions (DAM, CMS, Analytics, Personalization, DMP, CRM) across 150+ markets, 300 websites (500M users), 8 brands, 5 channels This workshop was a collaboration between Adobe Experts & Renault Digital Marketing teams.

This is an intensive hands on enablement program to execute fast and efficiently with tailored exercices, tips & tricks, templates and best practices from the automotive industry.

 

The Methodology

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Breaking silos to be more Customer Centric

Two days of collaboration between Adobe Experts & Renault Digital Marketing teams to tune up Renault personalization strategy. A hands on enablement program to execute fast and efficiently with tailored exercices, tips & tricks, templates and best practices from the automotive industry.

During those two days we broke the silos and worked in a creative and inspiring way… Renault teams were split into two multi-disciplinary teams working on Helios and One (Media, CRM, CRO & Content).

Multi-Disciplinary Teams

This structure boosted knowledge sharing between departments. The teams confronted their ideas and ways of working. This is also the best way to move to “cross channel” marketing and think as if you were the customer. This is the only way to design a relevant personalization strategy for your customers.

The workshop was facilitated by eight Business & Technical Experts at Adobe.

Renault Team 1 (Customer)

• Alexandre Perruche, Helios Lead, Renault
• Jean-Sébastien Carraz, Digital Manager, Customer Loyalty, Renault
• James Feuillet-Palma, Media Lead, Renault
• Emeric Pouhaer, Adobe Campaign Product Owner, Renault
• Sébastien Larget, Head of Digital Content Strategy, Renault

Renault Team 2 (Customer)

• John O’Leary, Project Manager – One, Renault external
• Philippe Vergne, Sales & Marketing Digital Solution Platform, Renault
• Marius Ciobanu, Helios Run, Content, Renault

Enabling beyond Technology

Technology is only a small part of the puzzle. I designed the workshop to empower the teams on the four key success factors of a personalization project : 

1. Strategy : WHY are we doing this, WHAT do we want to offer to our customers ?
2. Process : Which steps should we follow to build a personalization strategy from design to optimisation ?
3. People : WHICH team and roles are needed ? How do we enable them correctly ?
4. Technology : Which technology capabilities are needed ? How are solutions acting together ?

For each success factor we covered the theory (methodology and best practices) and practice (exercices).

 

 

 

Day 1 “Define the Strategy and the Use Cases”

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Morning – Define a personalization story

During the first day of the Personalization workshop, Renault marketing teams (CRM, CRO, Content & Media) collaborated with Adobe Experts to rethink the way they design their personalization activities. Split into two multi-disciplinary teams, they wrote a personalization story for their top customers and prioritized two use cases to deploy first.

To design a personalization strategy, the first step is to know your customers. We asked Renault marketing teams to put themselves in the customers’ shoes.

HOW CUSTOMER CENTRIC ARE YOU ?

We asked the two multi-disciplinary teams to discuss together the personalization activities they have been running. Which key business objectives (discovery, conquest, convert and retain) are they addressing through their activities What is working and not working in your current personalization strategy ? Are there any overlaps ?

Exercice 1 : Discuss activities done for each key business objective

 

The key takeaways of the session :

Personalization is run in a siloed way. All personalization activities are disconnected from each other. This leads to unconsistent personalization which doesn’t answer customer needs. Each team owns a small part of the puzzle but no-one can finish it.

 

 

What Renault teams said :

“It was very useful for us to start again from the beginning. Let’s start with discussing our strategy before speaking about processes and people needed”

 

 

WHAT ARE YOUR CONSUMER NEEDS ?

Renault put themselves in the customers’ shoes. Let’s look at two types of significant audiences : prospects and existing customers, for small family cars. Which are their needs across their buying phase ? What do we know about them from a data perspective ? And can we help them cross the gap until the purchase?

Exercice 2 :  Journey Mapping Exercice for the audience “Small Family Cars Prospect”

 

What Renault teams said :

“We can’t be successful if we don’t know/understand our audience needs”

Afternoon – Prioritize use cases

 

 

DESIGN A STORY FOR YOUR CUSTOMERS

Once you know better your customers, you’re now in a better position to send them timely, relevant messages that resonate. You’re ready to orchestrate your personalization strategy, which is ultimately cross channel.

Renault teams orchestrated a personalization story for the audience “small family cars prospects” : which experience, channels, content and messaging do we want to offer to them at each stage of their buying process to better meet their needs and help them go further ?

Exercice 3 : Write a Personalization story for a key audience segment

 

 

BREAK THE STORY INTO USE CASES & PRIORITIZE

The story is ready but where do we start when it comes to implementation ? We asked the teams to break down the story into use cases. We helped them prioritize two use cases based on a scoring methodology comparing business impact vs complexity. The team selected two use cases whose objectives are to “Conquest” and “Convert“.

Exercice 4 : Pick up 2 prioritized use cases to be deployed

 

 

What Renault teams said :

" We need to sit all together in order to define our Global/Regional/Local use case strategy”.

 

Day 2 “Implement Your Use Cases”

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Morning – “People & Process”

During the second day of the Personalization Tune Up workshop, Renault Marketing Teams (CRM, CRO, Content & Media) collaborated with Adobe Experts to get ready to implement the two prioritized use cases. We produced an end to end personalization campaign checklist and show them how to implement them in the solutions.

 

 

REFLECT ON YOUR CURRENT ROLES AND PROCESSES

 

Renault has been running personalization for 5 years. This is not NEW and they have a lot of learnings. We asked the teams to review their current “process & roles ‘ strengths and weaknesses to develop the best in class process for the launch of the prioritized use cases seen in Day 1.

Exercice 5 : Tell us about what it working and not working in your current process.

Working – Adobe technology and integrations, content creation, and customer insights.

Not working – siloed organization, disconnected activities, lack of vision and strategy at global level, and cross channel reporting, no incentive to make user sign in on the site.

 

 

 

YOUR FUTURE ROLES & PROCESS

 

We asked the teams to tell us what should be the revamped process for their next personalization use cases deployment. We asked the team to review the tasks for strategy / execution / optimization streams and assign an owner.

Exercice 6 : Build a Multi-Solutions Campaign Checklist for the 2 Prioritized Use Cases defined on Day 1 :

• Stream & Task Definition for Strategy, Execution & Optimization
• Owner
• Tools used

 

 

What Renault teams said :

"Thanks to Emilie and the extended Adobe team we finally took the time to sit together and understand the importance of working as one team. "

 

Afternoon -“Implement the prioritized use cases”

 

 

The afternoon was dedicated to the implementation of the prioritized use cases. Our Adobe multi-solutions architects and solutions experts enabled Renault marketing teams on the steps and architecture needed to support the use cases. They also did an end to end demo in the different solutions involved : Adobe Audience Manager, Adobe Target, Adobe Campaign.

The objective was for them to understand how the two prioritized use cases defined on Day 1 can be implemented within the solutions :

• Solutions & Integrations involved
• Architecture
• Live Demo
• Playbook & Go-Live checklist

 

Designing the architecture of the use cases

 

The first step is to design the architecture of the use case : which solutions and flows are involved at every step of the customer journey. Our Adobe multi-solution architects explained the different steps and the solutions / integrations involved. He also mentioned the points of attention.

 

 

“Real time” End to end Demo of the use cases

Our Adobe solutions experts did a end to end demo of the two use cases on Renault Adobe Experience Cloud platform. This involves 4 different solutions who are fully integrated and deployed on Renault Digital Platform : Analytics, Target, Audience Manager and Campaign.

 

 

 

Wrap Up and Next Steps

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Key challenges raised by participants to the workshop : Siloed organization, lack of visibility on market strategy, no global governance and vision.

Next steps : Implement a pilot (identify the squad team and the country pilot), follow up with Adobe business and technical consulting teams on the best way to support the deployment of the prioritized use case.

This workshop was facilitated by the following persons :

Discover the workshop in a interactive way here : https://express.adobe.com/page/3l7W3si1412hk/