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.
The Goal
Harley-Davidson sought to transition from static website and app experiences toward individualized product and content recommendations. Leadership believed personalization would drive growth in both motorcycle sales and e-commerce revenue. Cole was recruited by Boston Consulting Group to lead the personalization initiative.
The Results
Personalized email campaigns significantly outperformed standard recommendations with 30% more revenue per campaign, while website personalization increased lead generation by 10% per visit compared to baseline experiences. The A/B testing framework we established enabled continuous optimization across growth, marketing, and product teams.
Key Actions
Customer Analytics
Connected data across dealership visits, riding academy participation, website and app behavior, and purchase history to create unified customer profiles.
Predictive Modeling
Developed custom recommendation algorithms predicting customer interests using purchase history, bike ownership, and behavioral signals.
Personalized Experiences
Launched targeted email campaigns and website experiences delivering customized product recommendations and calls-to-action.
Our Approach
Customer Analytics
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's internal Customer Data Platform with third-party data from LiveRamp for demographic enrichment.
Predictive Modeling
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
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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