Slides from the Oracle OpenWorld 2014 session, presented by John Ellett, CEO of nFusion. These slides live at http://www.nfusion.com/OOW14

1. THE CHANGING LANDSCAPE
OF TECHNOLOGY AND
CLOUDS FOR MARKETERS
John Ellett, CEO nFusion
SEPTEMBER 29, 2014
#OOW14 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.

2. MY THREE HATS
2
@jellett • #OOW14
Author Blog Contributor CEO
The CMO Manifesto
Marketing 5.0 – Coming Soon
Forbes nFusion
A Digital Agency

3. AGENDA
1. Brief history of marketing technology
2. Marketing 5.0
3. Implications for marketers and technologists
4. 10 steps to get there
@jellett • #OOW14 3
© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.

4. Printing Press
4
MARKETING 1.0
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© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.

5. A BRIEF HISTORY OF MARKETING TECHNOLOGY
@jellett • #OOW14 5
© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.
MARKETING DATA
• Name
• Address
• Phone Number
• Customer ID
• Purchase History

6. John Cameron Swayze, NBC’s “Camel News Caravan” 1955
TV/Radio
6
MARKETING 2.0
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© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.

7. A BRIEF HISTORY OF MARKETING TECHNOLOGY
@jellett • #OOW14 7
© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.
MARKETING DATA
• Name
• Address
• Phone Number
• Customer ID
• Purchase History

8. PC/Internet
8
MARKETING 3.0
@jellett • #OOW14
© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.

9. A BRIEF HISTORY OF MARKETING TECHNOLOGY
@jellett • #OOW14 9
© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.
MARKETING DATA
• Name
• Address
• Phone Number
• Customer ID
• Purchase History
• IP Address
• Tags
• Site Behavior
• Search Behavior
• Email Address
• Email Behavior

10. Social/Mobile
10
MARKETING 4.0
@jellett • #OOW14
© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.

11. A BRIEF HISTORY OF MARKETING TECHNOLOGY
11
@jellett • #OOW14
MARKETING DATA
• Name
• Address
• Phone Number
• Customer ID
• Purchase History
• IP Address
• Tags
• Site Behavior
• Search Behavior
• Email Address
• Email Behavior
• Location
• Mobile Number
• Mobile Site Cookie
• Social ID
• Social Behavior
• Brand Affiliation
© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.

12. MARKETING 5.0
Winning in the Age of Personalized Omni-channel
Experiences
12

13. CUSTOMERS EXPECT PERSONALIZATION
© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.
13
78% of customers don’t receive
consistent experience across
channels.
— Accenture
94% of customers have
discontinued communication with a
company because of irrelevant
messages.
— Blue Research
@jellett • #OOW14

14. DATA CHAINED TO CHANNEL (& DEPARTMENT) = FRAGMENTATION
14
Source: Oracle Marketing Cloud Conference
@jellett • #OOW14

15. OMNI-CHANNEL EXPERIENCES REQUIRE SYNCHRONIZED DATA
15
Source: Oracle Marketing Cloud Conference
@jellett • #OOW14

16. ARMS RACE TO SOLVE THE PROBLEM
@jellett • #OOW14 16
Source: Forrester

17. CONSTRUCT FOR SOLVING THE CHALLENGE
17
Presentation layer: User experience and content
Marketing engineering layer: CDJ maps, go-to-market
plans and orchestration, omni-channel mgt.
Infrastructure layer: Applications and data
© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.
@jellett • #OOW14

18. 10 STEPS TO MARKETING 5.0
18

19. STEP 1
Become a
customer-centered
organization
19
Source: Satmetrix Systems, Inc.
@jellett • #OOW14

20. STEP 2
Develop
segments and
personas
@jellett • #OOW14 20

21. STEP 3
Map the
customer
decision journey
@jellett • #OOW14 21

22. STEP 4
Define cross-discipline
planning
model
@jellett • #OOW14 22

23. STEP 5
23
Envision what
is possible
and
determine
data needed
@jellett • #OOW14

24. STEP 6
Resource for
infrastructure
and
experience
building
@jellett • #OOW14 24

25. STEP 7
Implement
key
applications
and data
management
infrastructure
25
Source: Oracle Marketing Cloud Conference
@jellett • #OOW14

26. STEP 8
Build/manage
personalized
omni-channel
experiences
@jellett • #OOW14 26

27. STEP 9
Create
cross-discipline
analytics
framework
@jellett • #OOW14 27

28. STEP 10
Align
organization
on data-driven
engagement
policies
@jellett • #OOW14 28

29. 10 STEPS YOU SHOULD TAKE NOW
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CONFIDENTIAL.
@jellett • #OOW14 29

30. 30
THANKS!
STAY IN TOUCH
jellett@nfusion.com
@jellett
@nfusion
www.nFusion.com
#OOW14
SLIDES + WEBINAR
nFusion.com/OOW14