Car giants Nissan are a global leader in automotive products, services and mobility. Their focus is on making cars that are more efficient, more beautiful and more human than ever before and Artefact UK have been helping them achieve their strategic digital marketing goals since December 2017.
Nissan were looking for a way to support Marketing and CX board decision making and help global marketing and CX teams to enhance the velocity and precision of their activities. They also required a partner that could provide applied analytics services for user sales conversion journeys and sales attribution as well as digital multi-channel marketing spend effectiveness.
Keeping in mind the breadth of deliverables, we proposed an agile methodology based programme to deliver in monthly sprints. We jointly agreed a set of backlog items prioritised for delivery during the first two sprints. These included Website Performance for 50 countries, Marketing Channel Performance for 50 countries and Split of Dashboard and Reporting Suite among others. We then brought together multiple data sources in Google Cloud and visualized them using tableau online.
As a result, we produced a number of executive dashboards driven by near real-time data. This helped Nissan’s group marketing organisation make accurate data informed decisions and dramatically improved their efficiency. These dashboards have paved the way for further insight delivery including dealership performance with online to offline conversion funnel analysis and lead conversion prediction by country using machine learning.
Dév Rishi Sahani
Head of Data & Analytics at Nissan