We are thrilled and honoured to announce that we have been selected for our work with Nissan as finalists for Consultancy of the Year at the British Data Awards 2025!
It has been quite a journey, engaging with >150 Global, Regional & Market stakeholders to get buy-in to a CDE Programme, accelerate their data maturity, and develop Use Cases to propel their AI journey forward in Auto CX & Marketing
The British Data Awards is an annual initiative aimed at discovering and celebrating the UK’s data success stories. This year’s organisations include FTSE 100 giants, public sector innovators, technology unicorns, rapidly growing scale-ups, essential not-for-profits, and everything in between. The competition was exceptionally strong, making our achievement as a finalist even more significant.
This recognition is a testament to our team’s hard work, innovation, and commitment to excellence in the data consulting space. Being nominated among such incredible industry leaders is truly a humbling experience.
A massive thank you to our incredible team, our supportive clients, and everyone who has been part of our journey.
Nissan Background
Nissan is a leading Japanese automobile manufacturer known for innovation and a diverse lineup of vehicles, including sedans, SUVs, trucks, and electric cars. Operating in over 200 countries, Nissan, along with its luxury brand Infiniti, is driving the future of mobility with a strong focus on electrification and cutting-edge technology.
Challenge
Nissan sought to redefine customer experience by creating a journey-centric, omnichannel approach. However, fragmented data infrastructure and siloed customer information created inconsistencies, making it difficult to establish a unified customer view. This limited Nissan’s ability to deliver seamless, personalised interactions across channels and complexified operations, restricting the implementation of holistic omnichannel strategies.
To address this, Nissan identified the need to unify customer data, enhance personalisation, and enable real-time insights across both online and offline touchpoints.
Solution
Artefact analysed Nissan’s challenges and recommended deploying a Customer Data Platform (CDP), selecting a vendor through a structured evaluation to align with business needs. Our approach combined data infrastructure enhancement and operational transformation to drive measurable impact.
Following a use case-led strategy, we defined a long-term vision, identified scalable use cases spanning the customer journey (from conversion to after-sales), and assessed Nissan’s existing data infrastructure. We then designed a CDP implementation roadmap, ensuring an iterative rollout to demonstrate value and scale efficiently across markets.
To support long-term success, we established a Center of Excellence (CoE), redefining processes, data governance, and responsibilities to drive effective change management. Additionally, we co-developed implementation requirements across divisions, markets, and functions to ensure seamless execution.
Implementation
Artefact is leading the CDP implementation across two pioneer markets, structured into three main workstreams:
- Technical Implementation – Developed a detailed system architecture, ingesting and unifying data from multiple sources to create single customer profiles that connect online and offline touchpoints.
- Operational Business Implementation – Collaborated with local business functions to define use cases, identify campaigns leveraging the CDP, and establish measurement frameworks to track value generation.
Change Management Implementation – Ensured stakeholder engagement through continuous interaction across seniority levels and cultivated CDP “champions” to drive internal advocacy.
Results
We saw very strong results across several areas
- Stakeholder Buy-in – Engaged and onboarded 100+ stakeholders, securing endorsement from Nissan’s EMEA Managing Chairman.
- Business Impact – Built a business case for the CDP, projecting ~€20M in profit across 11 markets over three years.
- Technical Improvements – Streamlined processes to develop scalable data models and architecture.
- Early Success – Launched a Paid Media Lookalike use case leveraging enriched first-party customer data, yielding a 19% increase in impressions and a 7% reduction in cost per visit.
- Scalability – Planning expansion to 9 additional markets in the next year.
As Artefact and Nissan continue to refine and scale this initiative, the CDP program is set to transform customer engagement, driving long-term business growth and operational efficiency.
The full announcement is now live and can be found here: https://predatech.co.uk/british-data-awards-2025-finalists
