1.
Strategy & approaches
to personalisation
Optimising the
Nissan Australia
Online Experience

2.
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

3.
The opportunity to build the best car website in the world!
The Opportunity

4.
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

5.
Personalisation
strategy

6.
Objectives
• Make the customer journey simpler, more relevant and more engaging
• Improve goal conversion & leads
• Help sell more cars

7.
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

8.
Role of Personalising the User Experience

9.
Approach to
Personalisation

10.
Levels of Personalisation
Objective Personalisation
Personalisation 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 Personalisation
Personalisation based on an anonymous user journey or activities on site.
E.g. Viewing multiple Utes could mean visitor is a “Tradie” persona
Profiled Personalisation
Personalisation 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 Personalisation
Personalising the experience based on social shared content
E.g. Shared links from a BYO vehicle, shared outcomes from a social
campaign such as Nissan’s FlashForward

11.
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

12.
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

13.
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

14.
Engagement Plan

15.
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

16.
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

17.
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
> > >>

18.
Testing and Measurement
• Our measurement needs go far beyond analytics
• Deep insight for propensity planning, customer segmentation, profiling and reporting

19.
Lessons

20.
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…

21.
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

22.
Thanks!