Three Ways to Earn Rock Star Status Oracle Marketing Cloud
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- Rosalind McKinney
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2 Three Ways to Earn Rock Star Status Oracle Marketing Cloud Steven Ward, Sr. Manager Customer Success, OMC Matthew Lewis, Head of & Push Notifications, Product Madness Ellen Green, Sr. Manager Customer Relationship Marketing, Ace Cash Express Daniel Alfi, Sr. Marketing Consultant, LD Products September 30, September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved.
3 Program Agenda Don t Just Automate, Orchestrate Onboarding Social Gamers with Product Madness Ace Cash Winback: Winning in Every Way LD Products Re-engaging 1:1 Relationships at Scale Q&A 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 3
4 Marketing orchestration is marketing transformation. It flips the traditional marketing model on its head by first starting with what is the right journey for each customer versus what the product marketers want to sell to people through a discrete campaign. Marketers who implement this strategy not only gain the benefits of greater profitability, marketing efficiency, and higher customer satisfaction, they also deliver sustainable competitive advantages to product development, merchandising, sales, and even customer support through insights derived from orchestration. Forrester Consulting, Rise of Marketing Orchestration 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 4
5 The Reality: Batch-and-Blast Endures Creating transactional, broken customer experience 96% of consumers say they receive mistargeted messages or promotions 77% Consumers cite no relationship with a brand beyond transaction Sources: Harvard Business Review and Blue Consumer Research Survey. 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 5
6 Broken Customer Experiences Proliferate Across Channels As consumers move across digital landscape, brands treat them like they re brand new WEB MOBILE DISPLAY Two Days Pass Customer purchases headphones Receives thank you Served ad for already-purchased headphones 78% of customers don't receive a tailored experience across channels. Accenture 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 6
7 Make optimization easy : Focus on tasks with ROI Manual Campaigns Automated Orchestrations 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 7
8 Most orchestrations start out simple, without optimization 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 8
9 Interact Program makes it easy to quickly layer in cadence testing 2 - Days 4 - Days 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 9
10 Optimize interactions by testing messaging frequency 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 10
11 You can test how members best react to different channels display 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 11
12 It s flexible enough to add entirely new cross-channel streams mobile display 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 12
13 Your batch campaigns should pick the winner automatically Test Group A: 10% Test Group B: 10% Holdout for Winner: 80% SL: Want to Schedule SL: Schedule your 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 13
14 Client Spotlight: Onboarding millions of social gamers Matthew Lewis Head of Marketing & Push Notifications Product Marketing Manager Product Madness 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved.
15 Personal Introduction Matthew Lewis Head of & Push Notifications Product Marketing Manager 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 15
16 Business Introduction 2008: PM Founded 2012: Acquired by Aristocrat Leisure Limited 2013: Heart of Vegas One of 10 Best New Games by Facebook Offices: SF, London, Minsk 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 16
17 Methodology Lifecycle Automation vs Promotional Operations Goal Deliver the right message to the right user at the right time to modify behavior and help us improve your KPIs 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 17
18 Framing the problem: Onboarding millions in a challenging environment Dozens of segments Frequent product changes Small team Crowded marketplace 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 18
19 Segment Heavily Things to keep in mind: engagement In-game activity Segment KPI 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 19
20 Strategy Brought to Life 30 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 20
21 Content Must Change Automatically Intelligent code Templatized and easy to modify Responsive to device + platform Built-in functions Populate content & links with variable data 25% lifecycle Interact Connect + API Market in the present with fresh data 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 21
22 Test, Analyze, Iterate Test, Test, Test Interact s tools can help with analysis 1. Open A. Subject Line B. From Name C. Send Time D. Frequency 1. Open 2. Click 3. Convert 2. Click A. CTA B. Layout/Design C. Copy Marketing Strategy / Marketing Program Click categories Segment groups Insight custom reports CED files / FTP exports 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 22
23 Client Spotlight: Winning Back in Every Way Ellen Green Senior Manager, Customer Relationship Marketing Ace Cash Express 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved.
24 Personal Introduction Ellen Green Senior Manager Customer Relationship Marketing 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 24
25 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 25
26 Rewarding customers and winning back their business through the power of marketing automation: Cross-channel orchestration Timely marketing Advanced real-time segmentation Customized and personalized communications Leverage testing capabilities 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 26
27 + SMS + Direct Mail Orchestrated 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 27
28 How are the results? 2x Response rate when orchestrated SMS augments 12% Response rate post-automation Inbox placement for 92% 15hrs marketing campaigns Saved per month in company resources from this automation 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 28
29 Client Spotlight: Re-engaging 1:1 Relationships at Scale Daniel Alfi Senior Marketing Consultant LD Products 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved.
30 Personal Introduction Daniel Alfi Head of Marketing Sr. Marketing 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 30
31 Business Introduction: LD Products, Inc Founded in 1999 Headquarters: Long Beach, CA One of the largest online retailers of ink and toner cartridges and office supplies 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 31
32 LD Products Audience Subscribers include individual college students looking to buy inexpensive ink to other companies and government agencies of all sizes from small startups to state governments Addresses acquired primarily via website registration and customer checkout Customer lifecycle varies depending on customers (b2c vs. b2b) Sales Cycle is short Orders can be placed onsite, through and over the phone 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 32
33 Reengaging our subscribers & giving them what they want Identify Patterns, examine sending schedule, look at subscriber activity/inactivity Subscriber inactivity is often a symptom of fatigue As time passes, interest generally tends to wane Developing a programmatic approach to addressing inactives is critical to maintaining good list hygiene, preserving a solid sender reputation and ensuring high deliverability of s. 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 33
34 Successful Subscriber Reengagement through Marketing Automation: Setup Strategic reengagement campaigns to remind our inactive subscribers why they were attracted to LD Products in the first place Reinforce value proposition Ability to create a live & scalable workflow Setup framework for testing and cross channel initiatives Holistic strategy Customized per subscriber (segment to the user level) Identify how much you can leverage 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 34
35 Successful Subscriber Reengagement through Marketing Automation: Determining who to reengage (types of behavior, frequency, customer lifecycle) Creating our reengagement campaigns (send alternative content) Identify permanent inactives (stop sending by removing from your main lists) Starting point: #1: Update profile/preferences to improve relevance #2: Customer satisfaction survey. Do you want to receive s? Y/N Inactive: Stop sending promotional s to this client; transactional s are still okay. 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 35
36 Success Metrics Reengagement programs tend to be based simply on behavior: no opens or clicks over X days. Additional considerations: onsite behavior, purchase behavior, offsite activity (customer care), etc. What I m looking at: Increase % of active users in your database Decrease % of spam complaint rate Improvement in deliverability rates What I m Not looking at: Increased open rate % (higher open rates as a result of reengagement and list hygiene is expected) 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 36
37 Questions to the audience Do I have the right organizational structure? Do I have a tool that brings my customer view together? What journeys support my brand and customer experience? How do I deliver a scalable interaction that feels like a 1:1 conversation? How much could I save? How much am I leaving on the table? 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 37
38 Q&A 29 September 2014 Copyright 2014, Oracle and/or its affiliates. All rights reserved. 38
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