Case Study: Nissan Motor Company achieves higher conversion rates and increased vehicle sales with Adobe Analytics

Nissan Motor Company - Customer Case Study

Nissan Motor Company faced a shift in customer behavior—fewer dealer visits and longer, less-direct purchase journeys—which made it harder to identify interested buyers and deliver relevant content. To build a real-time digital marketing platform and better understand customer journeys, Nissan deployed Adobe Experience Cloud solutions, including Adobe Experience Manager, Adobe Target, Adobe Campaign and Adobe Analytics (vendor: Adobe Analytics).

Using Adobe Analytics to map journeys and attribution, and Adobe Target/Campaign to run A/B and multivariate tests and deliver one-to-one email marketing, Nissan optimized web content, reduced bounce and abandon rates, and tailored emails by segment. The Adobe Analytics-powered solution lifted conversion rates and vehicle sales, shortened the sales cycle, and significantly improved email performance (open rates up ~1.3×, click rates up ~2.6× and combined open/click rates roughly doubled).

Nissan Motor Company

Moyuru Kudo

Head of Japan Digital Customer Experience