The Marketer s Dilemma

Transcription

1 The Marketer s Dilemma For Love or Money Jocelyn Brown Senior Director, Market Readiness Oracle Marketing Cloud January 19 th, 2016 Copyright 2015, Oracle and/or its its affiliates. All All rights reserved.

2 Safe Harbor Statement The 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. 2

3 The Marketer s Dilemma: Providing Great Customer Experiences and Making Money Are Mutually Exclusive 70% Of 75% Of CMOs want to focus on customer experience -Forrester Customer Relationship Revenue Goals CEOs want their CMOs to be 100% ROI focused now -Fournaise Group Oracle Confidential - Restricted 3

4 The Progression from Main Street to Wall Street Beginning of Quarter End of Quarter Oracle Confidential - Restricted 4

5 What s Preventing Us From Creating Ideal Customers and Driving Strong Financial Results? Connecting Disparate Interactions to one customer Marketers can t adapt fast enough to changing customer behavior Content isn t personalized Digital ecosystem sidetracks marketing strategy & planning

6 But there s hope Oracle Confidential - Restricted 6

7 DATA APPS MEDIA STEP I Connect Relevant Data to Real Customers STEP II Orchestrate Real-Time Interactions STEP III Engage Customers with Individualized Content STEP IV Tap Into Marketing Ecosystem As You Need It

8 DATA APPS MEDIA STEP I Connect Relevant Data to Real Customers STEP II Orchestrate Real-Time Interactions STEP III Engage Customers with Individualized Content STEP IV Tap Into Marketing Ecosystem As You Need It

9 It s Hard to Connect Disparate Interactions to an Individual Customer In-Store Purchase CRM Data 85% of marketers say biggest challenge to cross-channel marketing is consumer data that is unavailable or spread across multiple sources. Follows Likes Shares CMO Club OFFLINE SOCIAL Apps Catalogues Online Purchase Ratings Mobile Web MOBILE Display PAID MEDIA Paid Search DIRECT MAIL Shopping Cart COMMERCE DESKTOP Page Views Reviews Oracle Confidential - Restricted 9

10 Old Approaches to Data Don t Serve Marketers It s Relentless Customers create 3 billion terabytes of data per year. IDC 82% Of marketers lack synchronized view of customer data. Forrester Data Warehouse

11 Connect Device and Channel Interactions to Individual Customers Desktop Mobile Web ID GRAPH Purchase or CRM Data Mobile Apps Social

12 Connect Four Types of Data Sources 1. Offline 2. Commerce 3. Owned Digital Channels 4. Third-Party Data

13 Challenges for Global Telecommunications Firm Maximize Existing Budget Acquire 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 Oracle Confidential - Restricted 13

14 DMP: Connect the Right Data to Improve Acquisition Marketing Connect Marketing Data Online and offline CRM (1 st party) Pre-integrated 3 rd party data Creates relevant audiences in DMP Example: Suppress data from customers who recently purchased, eliminating redundant messaging Execute more efficient display ad through DMP partners Oracle Confidential - Restricted 14

15 Behaviors Inform Individualized Messaging KEY PERSONALIZED ATTRIBUTES Subject Lines Hero Image & Device Selection Age range/demographic Lifestyle Likes to Travel May have weekend or vacation home Promotional Message Specific to customer attributes Oracle Confidential - Restricted 15

16 Global Telecommunications Maximizes Budget and Accelerates Conversions by Connecting Data Better Cost Savings Increased Revenue Better Engagement and Increased Retention $1.5 Million Amount saved from avoiding wasted ad impressions on current customers 200% Increase in Conversions More repeat purchases Better open rates Increased cross-channel engagement Oracle Confidential - Restricted 16

17 DATA APPS MEDIA STEP I Connect Relevant Data to Real Customers STEP II Orchestrate Real-Time Interactions STEP III Engage Customers with Individualized Content STEP IV Tap Into Marketing Ecosystem As You Need It

18 Pre-Determined Journeys Fail to Adapt Fast Enough Only 12% of marketers believe their marketing is realtime enough to drive adequate business results.

19 Orchestrate Experience: Customers Dictate Their Own Path NEXT STOP Any Preference

20 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 reminders helped conversions, how could they engage customers that didn t opt-in for s? Oracle Confidential - Restricted 20

21 Dollar Thrifty Drives 22% Conversion Lift with Oracle s Cross-Channel Marketing Dollar Thrifty s Modern Marketers orchestrated a cross-channel experience that leveraged behavior data and display ads to target the right customers Opts into reminders Receives confirmation Reminder Display ad while in market Conversion (Picks up car) Thank you RESULTS Customer orders car 22% 47x Doesn t opt in to reminders Display ad while in market Conversion (Picks up car) Thank you Pickup Rate (Conversion Lift) Return on Investment Oracle Confidential - Restricted 21

22 DATA APPS MEDIA STEP I Connect Relevant Data to Real Customers STEP II Orchestrate Real-Time Interactions STEP III Engage Customers with Individualized Content STEP IV Tap Into Marketing Ecosystem As You Need It

23 How Do We Scale Content and Deliver It Across Channels? 75% of content goes unused. -Content Marketing Institute

24 Content Distribution Deliver content through the channels where your prospects and customers want to receive it. SOCIAL MOBILE PAID OWNED EARNED WEB DISPLAY Oracle Confidential - Restricted 24

25 DATA APPS MEDIA STEP I Connect Relevant Data to Real Customers STEP II Orchestrate Real-Time Interactions STEP III Engage Customers with Individualized Content STEP IV Tap Into Marketing Ecosystem As You Need It

26 Chaotic Ecosystem Overwhelms Marketing Strategy & Planning Total Marketing Tech Landscape size: 1,876 vendors across 43 categories - ChiefMarTec APPS DATA MEDIA

27 Break It Down Into Three Components DATA APPS MEDIA

28 Providing Great Customer Experiences and Making Money Are Not Mutually Exclusive DATA APPS MEDIA STEP I Connect Relevant Data to Real Customers STEP II Orchestrate Real-Time Interactions STEP III Engage Customers with Individualized Content STEP IV Tap Into Marketing Ecosystem As You Need It

29 Optimization & Insights Oracle Maxymiser Marketing Cloud Analytics Digital Experience Management Oracle Commerce Oracle WebCenter Sites Oracle Content Marketing Oracle Social Marketing Store TV Display Web Mobile Video Search Social Intelligent Orchestration Oracle B2C Cross-Channel Marketing Oracle B2B Cross-Channel Marketing Known Profile Oracle AppCloud Actionable Audience Profile Oracle Data Management Platform Anonymous Profile Connected Data 1 st Party Data 2 nd Party Data Audience Data Marketplace Oracle Datalogix

30 Vision for the Oracle Marketing Cloud Connect Online and Offline Interactions to One Customer Tie interactions to one customer across all devices and channels Bridge Anonymous and Known Marketing Connect all proprietary and 3 rd party data to increase relevance Create Adaptive Marketing with Behavior-Based Orchestration Empower the customer to dictate their own path Oracle Confidential Internal/Restricted/Highly Restricted 30