Change the automation game! Bringing customer data together when and where it matters

Transcription

1 Change the automation game! Bringing customer data together when and where it matters Jon Stanesby Strategic Services Director Oracle Marketing Cloud Copyright 2014 Oracle and/or its affiliates. All rights reserved.

2 Jon Stanesby Strategic Services Director, Oracle Linkedin: uk.linkedin.com/in/stanesby/ 14 years working in digital marketing 6 years at Oracle Marketing Cloud Consulted with 100 s of brands across Europe including: B&Q, GAME, Lufthansa, New Look, Tom Tom, John Lewis Specialist in , Mobile & Display customer marketing Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 2

3 Player 1, READY? Revenue CONTROLS MENU AUTOMATED CUSTOMER COMMUNICATIONS Data Engagement Permission Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 3

4 Level 1: We don t know you, but we want to! Capture permission to market at all costs Don t compromise data capture to grab a quick conversion You don t need to know it all up front (profile customers progressively) Use behavioural data when you can Guest checkouts SHOULD be no different Consider the pseudo-account Don t forget to sell your marketing program! Have a marketing program designed to nurture new customers Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 4

5 Level 1: We don t know you, but we want to! Capture permission to market at all costs Don t compromise data capture to grab a quick conversion You don t need to know it all up front (profile customers progressively) Use behavioural data when you can Guest checkouts SHOULD be no different Consider the pseudo-account Don t forget to sell your marketing program! Have a marketing program designed to nurture new customers Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 5

6 Level 1: We don t know you, but we want to! Capture permission to market at all costs Don t compromise data capture to grab a quick conversion You don t need to know it all up front (profile customers progressively) Use behavioural data when you can Guest checkouts SHOULD be no different Consider the pseudo-account Don t forget to sell your marketing program! Have a marketing program designed to nurture new customers Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 6

7 Nurturing Customers ENGAGE & INSPIRE EDUCATE & LEARN ACTIVATE & STIMULATE SPECIAL A MOVES! Open my s Visit my website Be aware of all that we offer Engage in other channels X + Y Tell us about you Tell us what you like Reinforce brand values & Service Proposition Here is something you will like Here are some other options Here are relevant offers Here is what's new B Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 7

8 Level 2: Engage warp drive your customers Statistics and lists How-to guides Seasonality Top 5 or Top 10 List Polls Educational 3 / 5 / 10 Ways To. Guest Writers Show and Tells Greatest Hits (content) Case studies Top tips Videos Futurology Quiz / Contest Infographics History Lessons Testimonial stories Blog Content Copyright 2014 Oracle and/or its affiliates. All rights reserved.

9 Engagement: Ask, learn and tell! Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 9

10 B&Q Kinetic PowerPoint demo showing a room set layout with the ability to tap on hot spots to view product information. Copyright 2014 Oracle and/or its affiliates. All rights reserved.

11 Level 3: Welcome to the dataverse! Copyright 2014 Oracle and/or its affiliates. All rights reserved.

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13 #MME14 CONGRATULATIONS! CHEAT MODE UNLOCKED!! Location Fav. Locations Click Stream Orders Implicit Interests Survey Data Order History Profile Data Aggregations Statistics Significance Age Socio-demographic Right now Today Last week Last month Last year+ Analysis Copyright 2014, Oracle and/or its affiliates. All rights reserved.

14 Level 4: Unlocking the value of data with automation HAVE AN IDEA BUILD IT SET IT FORGET IT Copyright 2014 Oracle and/or its affiliates. All rights reserved.

15 Level 4: Unlocking the value of data with automation HAVE AN IDEA BUILD IT SET IT IMPROVE IT CONTROL DEDICATE TIME! GOVERNANCE GROUPS OPTIMISATION CUSTOMER DYNAMIC PLAN DEDICATE TIME! EXPERIENCE DATA FOR RULES MONITORING TARGETING MEASUREMENT ANALYSIS SYSTEMS INTEGRATIONS LOGIC DATA FOR PERSONALISATION CONTENT TEST PLAN Copyright 2014 Oracle and/or its affiliates. All rights reserved.

16 GAME OVER HIGH SCORES NAME RANK SCORE OPTIN_ 1 ST N-GAGE 2 ND _DATA_ 3 RD MON Y! 4 TH TH Copyright 2014 Oracle and/or its affiliates. All rights reserved.