Data-Driven Conversion Optimization Daniel Reinert Enterprise Sales Manager Oracle Marketing Cloud

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1 Data-Driven Conversion Optimization Daniel Reinert Enterprise Sales Manager Oracle Marketing Cloud Swiss Online Marketing, Zurich Copyright 2017 Oracle and/or its affiliates. All rights reserved. 1

2 Why Data-Driven Conversion Optimization How it works Copyright 2017, Oracle and/or its affiliates. All rights reserved. 2

3 Why Data-Driven Conversion Optimization How it works Copyright 2017, Oracle and/or its affiliates. All rights reserved. 3

4 Your Challenge: Marketer vs. Customer Experience Copyright 2016, Oracle and/or its affiliates. All rights reserved.

5 1. Marketer: Predetermined Customer Journeys are not Adaptive Marketers continue to struggle in delivering customer journeys that drive real business results. 90% of marketers believe their marketing is NOT real-time enough to drive adequate business results Copyright 2017, Oracle and/or its affiliates. All rights reserved. Marketer

6 2. Customer: Lack of Relevant Experiences Loyalty and retention drops as marketers push non-relevant customer experiences NO CONTEXT? Low Conversion and Cross-Sell Revenue Copyright 2017, Oracle and/or its affiliates. All rights reserved. Customer

7 Your Solution: Data-Driven Conversion Optimisation Copyright 2017, Oracle and/or its affiliates. All rights reserved. 7

8 Add more Relevance with Modern Marketing Technology Optimization & Insights Testing & Optimsing Marketing Cloud Analytics Digital Experience Management Commerce CMS Content Marketing Social Marketing Store TV Display Web Mobile Video Search Social Intelligent Orchestration Cross-Channel Orchestration Marketing Automation Known Profile Actionable Audience Profile Data Management Platform Anonymous Profile Connected Data 1 st Party Data 2 nd Party Data Audience Data Marketplace Datalogix Copyright 2017, Oracle and/or its affiliates. All rights reserved. 8

9 E.g.: Data Management Platform + Testing & Optimization Optimization & Insights Testing & Optimisg Marketing Cloud Analytics Digital Experience Management Commerce CMS Content Marketing Social Marketing Store TV Display Web Mobile Video Search Social Intelligent Orchestration Cross-Channel Orchestration Marketing Automation Known Profile Actionable Audience Profile Data Management Platform Anonymous Profile Connected Data 1 st Party Data 2 nd Party Data Audience Data Marketplace Datalogix Copyright 2017, Oracle and/or its affiliates. All rights reserved. 9

10 Data Management Platform Leverage your 1 st & 2 nd Party Data, match it with 3 rd Party Data to extend Reach with Lookalike-Modelling Copyright 2017 Oracle and/or its affiliates. All rights reserved. 10

11 Testing & Optimization Tool Personalize the Experience of your known Customers and Optimize it with sophisticated Testing PERSONALIZATION Deliver engaging experiences and journeys tailored to each individual SOPHISTICATED TESTING Apply data-driven techniques to Optimize experiences for users with different objectives and needs (Multivariate Testing > A/B Testing) Copyright 2017, Oracle and/or its affiliates. All rights reserved. 11

12 But where is the Magic? Copyright 2017, Oracle and/or its affiliates. All rights reserved.

13 Combine both to Personalize the Experience of Anonymous Profiles at their First Site Visit To Increase Customer Acquisition Build your Audience Segments within the DMP Activate them with the Testing & Optimization Tool ANONYMOUS PROFILE In the market for: Backpacks ANONYMOUS PROFILE In the market for: Pair of Jeans Copyright 2017 Oracle and/or its affiliates. All rights reserved. Oracle Confidential - Restricted 13

14 And Drive Conversions throughout the Customer Journey Optimize the customer experience, from the top of the funnel to the bottom of the funnel. DMP Testing & Optimisation Tool Logged In/Logged Out+ Type of Product + Address/Zi p/state + Education Referral Source Marital Status Housing Age Credit Score Geo Location New V. Returning Landing Page Home Page Category Page Product Page Copyright 2017 Oracle and/or its affiliates. All rights reserved. 14

15 Why Data-Driven Conversion Optimization How it works Copyright 2017, Oracle and/or its affiliates. All rights reserved. 15

16 Daniel Lee Digital Marketing Manager Drive Web and Mobile Revenue Marketer Copyright 2017, Oracle and/or its affiliates. All rights reserved. Confidential Oracle Internal/Restricted/Highly Restricted 16

17 Daniel s simplified Customer Journey Identify Prospects Get them converted Copyright 2017, Oracle and/or its affiliates. All rights reserved. 17

18 Step 1: Identify Prospects Identify Prospects Get them converted Copyright 2017, Oracle and/or its affiliates. All rights reserved. 18

19 For us: This is Emily Ladd: Female Young professional Lives in Chicago Does Yoga (1-2 times a week) In market for yoga pants Copyright 2017, Oracle and/or its affiliates. All rights reserved. Customer

20 Customer Copyright 2017, Oracle and/or its affiliates. All rights reserved. Confidential Oracle Internal/Restricted/Highly Restricted 20

21 For Daniel: Emily = Anonymous -> Problem, right? Copyright 2017, Oracle and/or its affiliates. All rights reserved. Marketer

22 Not really ;-) Marketer Copyright 2017, Oracle and/or its affiliates. All rights reserved. Confidential Oracle Internal/Restricted/Highly Restricted 22

23 Marketer Copyright 2017 Oracle and/or its affiliates. All rights reserved. 23

24 Marketer Copyright 2017 Oracle and/or its affiliates. All rights reserved. 24

25 Step 2: Convert Emily Identify Prospects Get them converted Copyright 2017, Oracle and/or its affiliates. All rights reserved. 25

26 Optimize the Experience for Anonymous Visitors Copyright 2017, Oracle and/or its affiliates. All rights reserved. Customer

27 Copyright 2017, Oracle and/or its affiliates. All rights reserved.

28 28 Thank you very much for your attention! And if you are interested to learn more about the ORACLE Marketing Cloud just vist us in Hall 1 Stand C.03 and let s have a chat Daniel Reinert Enterprise Sales Manager Oracle Marketing Cloud

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