Driving Leads & eComm Sales with Personalized Customer Experiences
How we generated 30% more revenue and 10% more leads per H-D.com visit with personalized experiences.
Personalized email campaigns delivered 30% more revenue per campaign, while website personalization increased lead generation by 10% per visit compared to baseline. The A/B testing framework we established enabled continuous optimization across growth, marketing, and product teams.
The Challenge
Harley-Davidson Motor Company's digital experiences treated every visitor identically — whether they were a first-time browser, a loyal rider, or an accessories buyer. Customer data was fragmented across dealership visits, riding academy participation, e-commerce, and app usage, making personalization impossible at scale.
The Goal
Build and deploy a personalization engine delivering individualized product and content recommendations across email and web — driving measurable lifts in both motorcycle leads and e-commerce revenue.
Our Strategy
Customer Analytics
Connected data across dealership visits, riding academy, website, app, and purchase history into unified profiles enriched with third-party demographics.
We connected disparate data sources — dealership visits, riding academy participation, website behavior, app usage, and purchase history — into unified customer profiles. This required integrating Harley-Davidson Motor Company's internal Customer Data Platform with third-party data from LiveRamp for demographic enrichment.
Predictive Modeling
Built custom recommendation algorithms predicting what each customer was most likely to purchase or engage with next — using behavioral signals and ownership data.
We built custom recommendation algorithms that predicted what each customer was most likely to purchase or engage with next. The models used purchase history, current bike ownership, browsing behavior, and demographic signals to generate personalized product and content recommendations.
Personalized Experiences
Launched personalized email campaigns and dynamic website experiences with rigorous A/B testing — driving 30% more revenue and 10% more leads per visit.
We launched the models into production across two channels: email campaigns with personalized product recommendations, and website experiences with dynamic calls-to-action (financing offers vs. dealer quotes based on predicted intent). Everything was built directly into Adobe Experience Manager and Salesforce Marketing Cloud with a rigorous A/B testing framework.
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