The Marketer’s Dilemma - solatech.tistory.comsolatech.tistory.com/attachment/cfile2.uf@27706D4B... · The Marketer’s Dilemma For Love or Money Jocelyn Brown. Senior Director,

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The Marketer’s DilemmaFor Love or Money

Jocelyn BrownSenior Director, Market ReadinessOracle Marketing CloudJanuary 19th, 2016

Copyright © 2015, Oracle and/or its affiliates. All rights reserved.


Safe Harbor StatementThe following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

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The Marketer’s Dilemma: Providing Great Customer Experiences and Making Money Are Mutually Exclusive

Of CMOs want to focus on customer experience

-Forrester

70%Of CEOs want their CMOs to be 100% ROI focused now

-Fournaise Group

75%

Oracle Confidential - Restricted

Customer Relationship

RevenueGoals

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 4Oracle Confidential - Restricted

Beginning of Quarter

The Progression from Main Street to Wall Street

End of Quarter


What’s Preventing Us From Creating Ideal Customers and Driving Strong Financial Results?

Marketers can’t adapt fast enough to changing customer behavior

Connecting Disparate Interactions to one customer

Content isn’t personalized Digital ecosystem sidetracks marketing strategy & planning


But there’s hope…

Oracle Confidential - Restricted 6


STEP IIOrchestrate Real-Time

Interactions

STEP IVTap Into Marketing Ecosystem

As You Need It

STEP IConnect Relevant Data

to Real Customers

STEP IIIEngage Customers with Individualized Content

APPS

DATA

MEDIA


APPS

DATA

MEDIA


Interactions


As You Need It



to Real Customers


85%of marketers say biggest challenge to cross-channel marketing is consumer data that is unavailable or spread across multiple sources.— CMO Club

Display

Paid Search

PAID MEDIA

Email

EMAIL

It’s Hard to Connect Disparate Interactions to an Individual Customer

Oracle Confidential - Restricted 9

Apps

Mobile Web

MOBILE

Catalogues

DIRECT MAIL

Shopping Cart

Online Purchase

COMMERCE

Ratings

Page Views

Reviews

DESKTOP

Follows

Likes

Shares

SOCIAL

In-Store Purchase

CRMData

OFFLINE


It’s RelentlessCustomers create 3 billion terabytes of data per year.

— IDC82%

Of marketers lack synchronized view of customer data.

– Forrester

Data Warehouse

Old Approaches to Data Don’t Serve Marketers


Desktop

Mobile Web

Mobile AppsSocial

Purchase or CRM Data

Email

ID GRAPH

Connect Device and Channel Interactions to Individual Customers


1. Offline

3. Owned Digital Channels

2. Commerce

4. Third-Party Data

Connect Four Types of Data Sources

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 13

Challenges for Global Telecommunications FirmMaximize

Existing BudgetAcquire Customers & Convert

Revenue More Efficiently Retain More

Ideal Customers

Marketing team had to hold firm on current budget

New customers received irrelevant ads and promotions

Cross-sell and upsell campaigns weren’t personalized


DMP: Connect the Right Data to Improve Acquisition Marketing

Creates relevant audiences in DMP

Example: Suppress data from customers who recently purchased, eliminating redundant messaging

Execute more efficient display ad through DMP partners

Connect Marketing Data

• Online and offline CRM (1st party)

• Pre-integrated 3rd

party data


Behaviors Inform Individualized Messaging


KEY PERSONALIZED ATTRIBUTES

Subject Lines

Hero Image & Device SelectionAge range/demographic

LifestyleLikes to Travel

May have weekend or vacation home

Promotional MessageSpecific to customer attributes


Global Telecommunications Maximizes Budget and Accelerates Conversions by Connecting Data

$1.5 MillionAmount saved from avoiding

wasted ad impressions on current customers

200%Increase in Conversions

Better Cost Savings Increased Revenue Better Engagement and Increased Retention

More repeat purchases Better e-mail open rates Increased cross-channel

engagement


APPS

DATA

MEDIA


As You Need It



to Real Customers


Interactions


Only

12%of marketers believe

their marketing is real-time enough to drive

adequate business results.

Pre-Determined “Journeys” Fail to Adapt Fast Enough


NEXT STOP

Any Preference

Orchestrate Experience: Customers Dictate Their Own Path


Dollar Thrifty’s Challenge: Improving Conversions from Order to Pick-Up

Business Challenges

Missed conversions.After reserving cars online, customers often didn’t pick them up.

Designing for real-time engagement.As Dollar Thrifty customers were in the market where they ordered a rental, how could they engage them at the right time?

The need to diversify channels.While e-mail reminders helped conversions, how could they engage customers that didn’t opt-in for e-mails?



Dollar Thrifty Drives 22% Conversion Lift with Oracle’s Cross-Channel MarketingDollar Thrifty’s Modern Marketers orchestrated a cross-channel experience that leveraged behavior data and display ads to target the right customers

Pickup Rate (Conversion Lift)

22%Return on

Investment

47x

Opts into e-mail reminders

Doesn’t opt in to e-mail reminders

Receivesconfirmation

e-mail

Display ad while in market

Customerorders car

Reminder e-mail

Conversion (Picks up car)

Display ad while in market

Thank you E-mail

Conversion (Picks up car)

Thank you E-mail

RESULTS



APPS

DATA

MEDIA


As You Need It


to Real Customers



Interactions


75%of content

goes unused.-Content Marketing Institute

How Do We Scale Content and Deliver It Across Channels?


Content Distribution

SOCI

ALM

OBI

LEDI

SPLA

YE-

MAI

L

EARNEDOWNEDPAID

WEB

Deliver content through the channels where your prospects and customers want to receive it.


APPS

DATA

MEDIA


to Real Customers


Interactions



As You Need It


MEDIADATA

APPS

Total Marketing TechLandscape size:

1,876vendors across43 categories

- ChiefMarTec

Chaotic Ecosystem Overwhelms Marketing Strategy & Planning


DATA APPS MEDIA

Break It Down Into Three Components



Interactions


As You Need It


to Real Customers


APPS

DATA

MEDIA

Providing Great Customer Experiences and Making Money Are NotMutually Exclusive


ConnectedData

1st PartyData

2nd PartyData

Audience DataMarketplace

OracleDatalogix

Oracle B2C Cross-Channel Marketing Oracle B2B Cross-Channel MarketingIntelligent

Orchestration

Display VideoTV Web SearchMobileEmail SocialStore

Oracle AppCloud

Digital Experience Management

Oracle Content Marketing

Oracle SocialMarketing

OracleWebCenter Sites

OracleCommerce

Optimization& Insights

Oracle Maxymiser Marketing Cloud Analytics

ActionableAudience Profile

AnonymousProfile

Known Profile

Oracle Data Management Platform


Vision for the Oracle Marketing Cloud

Oracle Confidential – Internal/Restricted/Highly Restricted 30

Connect Online and Offline Interactions to One CustomerTie interactions to one customer across all devices and channels

Bridge Anonymous and Known MarketingConnect all proprietary and 3rd party data to increase relevance

Create Adaptive Marketing with Behavior-Based OrchestrationEmpower the customer to dictate their own path

Documents

The Marketer’s Dilemma - solatech.tistory.comsolatech.tistory.com/attachment/cfile2.uf@27706D4B... · The Marketer’s Dilemma For Love or Money Jocelyn Brown. Senior Director,