Oracle s Data Management Platform + Cross-Channel Marketing Solution

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Geraldine Anis Clarke
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Oracle s Data Management Platform + Cross-Channel Marketing Solution Improve Customer

The Digital Marketing Tipping Point Draws Near Brands are investing more in

Overall Consumer Marketing Budgets 2014 Traditional TV, print, and radio

of 3 CMOs say they will invest 25% or more of budget in digital next year.

2 The Digital Marketing Tipping Point Draws Near Brands are investing more in digital, closing in on traditional ad spend for television, print and radio Overall Consumer Marketing Budgets 2014 Traditional TV, print, and radio 20% Overall Budget Digital Marketing 12% Overall Budget Source: Forrester 2 of 3 CMOs say they will invest 25% or more of budget in digital next year. -Accenture Copyright 2014 Oracle and/or its affiliates. All rights reserved. 2

3 Despite Potential, Consumers Receive Broken Digital Experiences As they move from channel to channel, companies treat consumers as if they re brand new WEB MOBILE DISPLAY Two Days Pass Customer purchases headphones Thank you 78% of customers don't receive a tailored, cohesive experience across channels. -Accenture Copyright 2014 Oracle and/or its affiliates. All rights reserved. 3

4 This Broken Customer Experience Is Linked to a Broken Marketer Experience

Disparate Data Prevents Acquisition of Ideal Customers Data from critical channels isn t integrated, making it harder to target the right customers 82% of Marketers Lack Centralize View of Customer

5 Disparate Data Prevents Acquisition of Ideal Customers Data from critical channels isn t integrated, making it harder to target the right customers 82% of Marketers Lack Centralize View of Customer Interactions.06% Average CTR on Display Ads SEARCH WEB Results SOCIAL Low Acquisition & Conversion Rates DISPLAY Low Return on Ad Spending Source: Forrester and emarketer Copyright 2014 Oracle and/or its affiliates. All rights reserved. 5

Internal Divisions Create Inconsistent Messaging Marketing teams build one-off campaigns, often in isolation from each other, causing ineffective media strategies E-MAIL DISPLAY MOBILE SOCIAL ONE OFF

6 Internal Divisions Create Inconsistent Messaging Marketing teams build one-off campaigns, often in isolation from each other, causing ineffective media strategies DISPLAY MOBILE SOCIAL ONE OFF CAMPAIGN ONE OFF CAMPAIGN ONE OFF CAMPAIGN ONE OFF CAMPAIGN SEARCH DIGITAL TV WEB ONE OFF CAMPAIGN ONE OFF CAMPAIGN ONE OFF CAMPAIGN 89% of Marketing Teams Have Internal Divisions Between Channels 96% Of consumers receive irrelevant ads or promotions Source: Janrain and Integrated Marketing Survey 2013 Copyright 2014 Oracle and/or its affiliates. All rights reserved. 6

7 Transactional Approach Hinders Loyalty Consumers churn as retention marketers bombard them with generic messaging RESULTS Low Retention and Cross-Sell Revenue 94% of consumers discontinue relationship because of irrelevant ads or promotions Source: Blue Research Copyright 2014 Oracle and/or its affiliates. All rights reserved. 7

8 It s Time for Marketers to Take a Different Approach

and build audiences comprised of your ideal customers Oracle Cross- Channel Marketing Orchestrate an

9 Oracle s DMP + Cross-Channel Marketing Solution Improve customer acquisition, retention and lifetime value by unifying marketing data and execution Oracle Data Management Platform Unify marketing data and build audiences comprised of your ideal customers Oracle Cross- Channel Marketing Orchestrate an individualized consumer experience Copyright 2014 Oracle and/or its affiliates. All rights reserved. 9

10 Connect with an Individual Customer Across All Channels & Devices ORACLE ID GRAPH

11 Granular Behavioral Data Creates Richer Consumer Profile Move beyond the transaction and enable engagement to dictate customer experiences Capture 1 st Party Data on Digital Assets (DMP) Push Into Actionable Customer Profiles to Inform Customer Experience (Cross-Channel) ID Graph Copyright 2014 Oracle and/or its affiliates. All rights reserved. 11

12 Utilize Segments from Cross-Channel Marketing to Enhance DMP Access valuable data about your consumers alongside all your 1 st, 2 nd and 3 rd party marketing data Actionable Customer Profile (Oracle Cross-Channel) Audience Data Management (Oracle DMP) Name: Matt Jones Geography: New York Clicked On: New York to Shanghai Travel Promotion Opened: New Shanghai Restaurant Guide Received: SMS Text on Travel Delays ID Graph Hashed ID of Known User Copyright 2014 Oracle and/or its affiliates. All rights reserved. 12

13 Deliver a Seamless Cross-Channel Experience from Anonymous to Known Customers Prospect searches for noise cancelling headphones The next day, prospect browses another website, and sees display ad Prospect becomes customer, purchasing headphones Customer receives cross-sell Profile: Age Income: 100k+ Region: New York Travel: To California Copyright 2014 Oracle and/or its affiliates. All rights reserved.

relevant media Paid media on Facebook or Twitter EMAIL MOBILE Orchestrate

14 CUSTOMER RETENTION CUSTOMER ACQUISITION Activate Data to Reach More Customers Across Channels SEARCH DISPLAY SOCIAL Bid up on Google keywords Banner on relevant media Paid media on Facebook or Twitter MOBILE Orchestrate individualized messages Copyright 2014 Oracle and/or its affiliates. All rights reserved.

integration into hundreds of partners Media, Data and Ad

15 And Extend Reach Into the Marketer s Ecosystem Designed on open web standards, the Oracle DMP provides immediate integration into hundreds of partners Media, Data and Ad Partners Copyright 2014 Oracle and/or its affiliates. All rights reserved.

16 Connect and Analyze Data: Analyze Ideal Audience and Assess Marketing Performance Analytics throughout Oracle Marketing Cloud help marketing leaders demonstrate value and ROI Understand Best Audience Tie Cross-Channel Engagement to Conversions Copyright 2015, Oracle and/or its affiliates. All rights reserved. 16

How It Works Inside a Cross-Channel Marketing Program Example:

PAID SOCIAL AD Age: 40-45 Gender: Female Engagement: Opened

Product Page; Didn t Buy DISPLAY AD (RETARGET) DESIGN MESSAGE

17 How It Works Inside a Cross-Channel Marketing Program Example: Retail consumers get orchestrated experience based on behaviors PAID SOCIAL AD Age: Gender: Female Engagement: Opened Previous Promotional New Shoe Program Data Switch Visits Product Page; Didn t Buy DISPLAY AD (RETARGET) DESIGN MESSAGE (CROSS-SELL) Copyright 2014 Oracle and/or its affiliates. All rights reserved.

Customer Acquisition: Discover Better Top-of-Funnel Prospects Tap into 700 million customer profiles and 40,000 data attributes to connect with more ideal customers IDEAL CUSTOMER Income range: $100k

19 Customer Acquisition: Discover Better Top-of-Funnel Prospects Tap into 700 million customer profiles and 40,000 data attributes to connect with more ideal customers IDEAL CUSTOMER Income range: $100k $150k Purchase history: 1 pair of hiking boots Behaviors: Viewed micro-fleece product; submitted question Business Outcomes Improve conversion rate Improve customer lifetime value Copyright 2014 Oracle and/or its affiliates. All rights reserved.

interim, customer buys from competitor site.

20 Personalized Retargeting: Keep Relevant Products Top-of-Mind More intelligently engage your customers with products in which they ve expressed affinity Consumer abandons item in cart 24 hours pass as marketing tools process sequence In the interim, customer buys from competitor site. Copyright 2014 Oracle and/or its affiliates. All rights reserved.

21 Look-Alike Models Deliver More Ideal Customers Find millions of more consumers with similar behaviors, attributes and preferences Copyright 2015, Oracle and/or its affiliates. All rights reserved. 21

Break Down Marketing Silos: Optimize Digital Spend Streamline costs by avoiding duplicative marketing data and applications All Marketing Data Customer Interactions Oracle DMP

22 Break Down Marketing Silos: Optimize Digital Spend Streamline costs by avoiding duplicative marketing data and applications All Marketing Data Customer Interactions Oracle DMP + Cross-Channel Marketing BUSINESS OUTCOMES Eliminate redundant costs Ensure consistent cross-channel experience Copyright 2014 Oracle and/or its affiliates. All rights reserved.

Delivering Value to Digital Marketers and

Scale Connect disparate data and message

23 Delivering Value to Digital Marketers and Their Customers More Complete Data About Known Customers Better Reach Across Marketing Ecosystem Achieve Customer Centricity with Tailored Messaging More Data Attributes and Activities Stored at Scale Connect disparate data and message to your ideal customers Reach consumers at the right time in their lifecycle Copyright 2014 Oracle and/or its affiliates. All rights reserved.

Case Study: Challenges for Major Telecommunications Firm Maximize

Retain More Ideal Customers As new products slowed in growth,

pull together marketing data and orchestrate consistent experience,

personalized content or imagery, existing customers weren t inclined

25 Case Study: Challenges for Major Telecommunications Firm Maximize Existing Budget Acquire Customers & Convert Revenue More Efficiently Retain More Ideal Customers As new products slowed in growth, marketing team had to hold firm on current budget Without a way to pull together marketing data and orchestrate consistent experience, new customers received irrelevant ads and promotions Without personalized content or imagery, existing customers weren t inclined to be upsold or cross-sold to Copyright 2014 Oracle and/or its affiliates. All rights reserved. 25

Case Study Oracle DMP: Pull Together Data to Improve Acquisition Marketing Unifies Marketing Data with Oracle DMP Online and offline CRM (1 st party) Pre-integrated 3 rd party data Creates relevant

26 Case Study Oracle DMP: Pull Together Data to Improve Acquisition Marketing Unifies Marketing Data with Oracle DMP Online and offline CRM (1 st party) Pre-integrated 3 rd party data Creates relevant audiences in DMP to target right customers for new business Example: Suppresses data from customers who recently purchased, eliminating redundant messaging Executes more efficient display ad through DMP partners Copyright 2014 Oracle and/or its affiliates. All rights reserved. 26

Case Study Oracle Cross-Channel: Behaviors Inform Individualized Messaging KEY PERSONALIZED ATTRIBUTES Subject Lines Hero Image & Device Selection Age range/demographic

27 Case Study Oracle Cross-Channel: 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 Copyright 2014 Oracle and/or its affiliates. All rights reserved. 27

Case Study Oracle Cross-Channel: Orchestrate Cohesive Experience to Retain Customers Creates audience in Oracle DMP and serves up ad across ecosystem Links to essential

28 Case Study Oracle Cross-Channel: Orchestrate Cohesive Experience to Retain Customers Creates audience in Oracle DMP and serves up ad across ecosystem Links to essential information to maximize use of new phone Links to content about tips and tricks for getting more from phone WAIT 3 DAYS Copyright 2014 Oracle and/or its affiliates. All rights reserved. 28

Case Study: Major Telecommunications Maximizes Budget and Accelerates

customers 200% Increase in Conversions More repeat purchases Better

29 Case Study: Major Telecommunications Maximizes Budget and Accelerates Conversions 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 Copyright 2014 Oracle and/or its affiliates. All rights reserved. 29

Oracle Data Cloud An Introduction to DaaS for Marketing

Oracle Data Cloud An Introduction to DaaS for Marketing Jorge Toledo Senior Director Latin America Oracle Marketing Cloud The Digital Marketing Tipping Point Draws Near Brands are investing more in digital,