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.
Breaking silos to be more Customer Centric
Multi-Disciplinary Teams
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).
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 & Multi-solutions Experts at Adobe.
MULTI-DISCIPLINARY Team 1
- Alexandre Perruche (Helios Lead)
- Jean-Sébastien Carraz (Digital Manager, Customer Loyalty)
- James Feuillet-Palma (Media Lead)
- Emeric Pouhaer (Adobe Campaign Product Owner)
- Sébastien Larget (Head of Digital Content Strategy)
MULTI-DISCIPLINARY Team 2
- John O'Leary (Project Manager - One)
- Philippe Vergne (Sales & Marketing Digital Solution Platform)
- Marius Ciobanu (Helios Run, Content)
Enabling beyond Technology
Technology is only a small part of the puzzle. We designed the workshop to empower the teams on the four key success factors of a personalization project : Strategy (Who do we want to target and what do we want to offer to them ?), Process ( How do we get organized ?), People (Which team and skills do we need ?) and Technology ( Which platform ?). For each success factor we covered the theory (methodology and best practices) and practice (exercices).
Technology - Day 2
For the 2 prioritized use cases defined on Day 1, understand how this can be implemented within the solutions.
- Solutions & Integrations involved
- Architecture
- Live Demo
- Playbook & Go-Live checklist
feedback & Next Steps
“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”
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.
What Renault teams said
"Thanks to Virginie, Emilie and the extended Adobe team we finally took the time to sit together and understand the importance of working as one team - We never did it since we signed the contract 5 years ago"
“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”
“We (Renault) need to sit all together in order to define our Global/Regional/Local use case strategy”
"We can’t be successful if we don’t know/understand our audience needs”
the adobe facilitators
Learn more about those 2 days
Credits:
Inclut des images créées par Skitterphoto - "workshop pens post-it note" • Hans-Peter Gauster - "untitled image" • MatanVizel - "car wheel steering wheel" • geralt - "mark marker hand" • timothy muza - "untitled image" • geralt - "business the next step next"