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The Marketer’s Dilemma
For Love or Money
Jocelyn Brown
Senior Director, Market Readiness Oracle Marketing Cloud
January 19 th , 2016
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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
Revenue
Goals
Beginning of Quarter
The Progression from Main Street to Wall Street
End of
Quarter
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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…
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STEP II
Orchestrate Real-Time Interactions
STEP IV
Tap Into Marketing Ecosystem As You Need It
STEP I
Connect Relevant Data to Real Customers
STEP III
Engage Customers with Individualized Content
APPS
DATA
MEDIA
APPS
DATA
MEDIA
STEP II
Orchestrate Real-Time Interactions
STEP IV
Tap Into Marketing Ecosystem As You Need It
STEP III
Engage Customers with Individualized Content
STEP I
Connect Relevant Data
to Real Customers
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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
It’s Hard to Connect Disparate Interactions to an Individual Customer
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Apps
Mobile Web
MOBILE
Catalogues
DIRECT MAIL
Shopping Cart
Online Purchase
COMMERCE
Ratings
Page Views
Reviews
DESKTOP
Follows
Likes
Shares
SOCIAL
In-Store
Purchase CRM
Data
OFFLINE
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
Old Approaches to Data Don’t Serve Marketers
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Desktop
Mobile Web
Mobile Apps Social
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
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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
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 (1 st party)
• Pre-integrated 3 rd
party data
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Behaviors Inform Individualized Messaging
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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
Global Telecommunications Maximizes Budget and Accelerates Conversions by Connecting Data
$1.5 Million
Amount 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
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APPS
DATA
MEDIA
STEP IV
Tap Into Marketing Ecosystem As You Need It
STEP III
Engage Customers with Individualized Content
STEP I
Connect Relevant Data to Real Customers
STEP II
Orchestrate Real-Time
Interactions
12% Only of marketers believe their marketing is real-
time enough to drive adequate business
results.
Pre-Determined “Journeys” Fail to Adapt Fast Enough
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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?
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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
Pickup Rate (Conversion Lift)
22 % Return on
Investment
47 x
Opts into e-mail reminders
Doesn’t opt in to e-mail reminders
Receives confirmation
Display ad while in
market Customer
orders 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
Oracle Confidential - Restricted
APPS
DATA
MEDIA
STEP IV
Tap Into Marketing Ecosystem As You Need It
STEP I
Connect Relevant Data to Real Customers
STEP III
Engage Customers with Individualized Content
STEP II
Orchestrate Real-Time
Interactions
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75 %
of content goes unused.
-Content Marketing Institute
How Do We Scale Content and Deliver It Across Channels?
Content Distribution
SO CI AL M O BI LE DI SPL AY E- M AIL
EARNED OWNED
PAID
WE B
Deliver content through the channels where your
prospects and customers want to receive it.
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APPS
DATA
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
MEDIA DATA
APPS
Total Marketing Tech Landscape size:
1,876
vendors across 43 categories
- ChiefMarTec
Chaotic Ecosystem Overwhelms Marketing
Strategy & Planning
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DATA APPS MEDIA
Break It Down Into Three Components
STEP II
Orchestrate Real-Time Interactions
STEP IV
Tap Into Marketing Ecosystem As You Need It
STEP I
Connect Relevant Data to Real Customers
STEP III
Engage Customers with Individualized Content
APPS
DATA
MEDIA
Providing Great Customer Experiences and Making Money Are Not
Mutually Exclusive
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Connected
Data 1
stData Party 2
ndData Party Audience Data
Marketplace Oracle
Datalogix Oracle B2C Cross-Channel Marketing Oracle B2B Cross-Channel Marketing Intelligent
Orchestration
Display Video
TV Web Email Mobile Search Social
Store
