Most marketing organizations are pulled in two directions these days On one hand, CMOs want to lead their companies into the digital age and provide a great customer experience – call it Main Street – but that can take massive investments and, most importantly, it takes time On the other, they have immense pressure to drive revenue now that can often cause some trade-offs in providing that experience. This pressure can come from your CEO, your board, or your shareholders – call it Wall Street While it sounds well and good that you can do both at once, most marketers today struggle to find the right balance…
While marketers feel the pressure to personalize customer experiences, their approaches aren’t scaling to the vast, unstructured nature of modern customer interactions. Today’s customers meander from channel-to-channel at any moment, interacting with your brands, products and services both online and off. They generate vast amounts of data in the process. Sometimes they purchase; sometimes they don’t. Sometimes they log into a website; other times they simply visit a store offline. Sometimes they start a trial; sometimes they don’t. Sometimes they contact a sales person; other times they don’t. The result: Marketers struggle to know their customers individually and target them appropriately. 85.6% of marketers say that the biggest challenge to cross-channel marketing is consumer data that is unavailable or spread across multiple sources. As this happens, to make revenue goals, marketing teams revert back to segment-based, batch and blast approaches to marketing.
Even assuming we could know who customers are, all of us know that we have very real challenges around customer data. In a given year, through their actions and behaviors, customers generate approxminately 3 billion terabytes Now, everyone has been striving for this concept of unifying the data, and it’s a great idea, but for marketers, much of this data isn’t useful So how can we focus on connecting the right data?
This isn’t just a technology problem, however. All around the enterprise, many of the marketers involved with these channels sit in isolation from one another. In certain cases, digital marketing and e-mail might be lock step. In other cases, they may be running efforts completely in parallel, and often create redundant messaging.
Let’s just assume for a moment that we knew our customer well, and that the data itself about the customer wasn’t a problem. Another big barrier we see today is around how quickly we can adapt to customers This concept of the “customer journey” is really popular today, but in certain cases, it’s sometimes an overly linear way of thinking about our customers and the lifecycle they encounter The customer path has many forks in the road. It’s not enough just to respond -- we need to adapt quickly Many traditional campaign tools lay out linear paths for customers to move across email and other channels. But as soon as a customer deviates from that path, their engagement stops because those tools aren’t fast enough to adapt The result: Only 12% of marketers believe their marketing is real-time enough to drive adequate business results.
So I work for a technology company. And one thing I’ll confess as technology converges with the marketing function: we sure do like to invent new market categories. Web analytics. Predictive Analytics. Tag Management vendors. Email Marketing. This list really goes on and on and on. Unfortunately, the toll it takes on you, the marketer, is that you spend an inordinate amount of time managing technology and making decisions about how to deal with the technology you have now, and the technology you want tomorrow. The average marketing stack inside company consists of as many as 17 or more tools, requiring dozens of custom integration projects that few marketers have time or budget to support. How can we get you, as marketers, some relief
What is the Oracle Marketing Cloud?
(CLICK CONNECT & ANALYZE DATA) First, the Oracle Marketing Cloud helps you connect and analyze the behaviors, attributes and activities that matter most to your customer. This is achieved through the Oracle Data Management Platform (formerly BlueKai), which allows you to transform all your data sources – whether it be digital, offline, commerce – and make it actionable in the form of audience data. The Oracle DMP also taps into the power of the Oracle Data Cloud – putting one billion anonymous profiles and 40,000 data attributes at the marketer’s fingertips. With rich analytics, we can gain insight into our best audience to target with relevant media. And once we orchestrate different experiences, we can analyze its performance across channels.
(CLICK CREATE ENGAGEMENT)
One we know the audience we need to reach, it’s important to develop content to engage them and prepare to scale that across the customer lifecycle. Oracle Social Marketing helps us listen to customer conversations, and then adapt our content strategy to mirror those sentiments and attitudes. With Oracle Content Marketing, we can make it simple for marketers to create, manage and align their content to specific personas they’re trying to reach
(CLICK ORCHESTRATE EXPERIENCE)
With Oracle Cross-Channel Marketing, we can help the marketer orchestrate a tailored, individualized experience for their customers For B2C marketers, Oracle Responsys helps them orchestrate experiences across email, mobile and display advertising For B2B marketers, Oracle Eloqua solution helps marketers build sophisticated lead management to nurture buyers along their purchase path
(CLICK TAP INTO INNOVATION)
Now, that’s what the Oracle Marketing Cloud provides as foundation technology. But with the Oracle Data Cloud and Oracle AppCloud, we have a rich ecosystem of partners that integrate with our platform, empowering you to tap into marketing innovation as it happens.
Because today’s modern customer interactions are unstructured, we need a new way to identify people as they pick up different devices and engage on different channels And for the Oracle Marketing Cloud, that is enabled through the ID Graph. ID Graph embraces the unstructured nature of customer interactions by connecting identities across a variety of online and offline channels to one unique person. Powered by the Oracle Marketing Cloud and Oracle Data Cloud, the marketing ID Graph seamlessly stitches together a customer profile so the marketer can orchestrate a relevant experience for individual customers. As customers move across offline and digital experiences, the Oracle Marketing Cloud can help you take action and engage a customer based on the most relevant data points we know are happening across different channels So as we go through some new innovations today, keep the ID graph in the back of your mind
Once we connect these identities to one person, the Oracle Marketing Cloud helps the marketer connect with all kinds of data they need to deliver a better customer experience With the acquisition of Oracle Datalogix, we can onboard offline purchase data to help enrich the view we have of customers as we orchestrate their digital experiences With the Oracle Data Management Platform, we can pull together 1st party data on the marketer’s owned assets, such as their website or CRM system. With the Oracle DMP, we can also view the largest marketplace of third-party data, powered by the Oracle Data Cloud In its totality, this account for nearly one billion anonymous customer profiles and 40,000 data attributes. In the Oracle Marketing Cloud, marketers can run Audience Analytics against this data or activate it through different media channels
With Oracle’s Content Marketing Solution, your teams can create, optimize and publish strategic content targeted at each persona and buying stage.
Moving away from heavyweight content management and blogging platforms that require coding to extend, Oracle’s Content Marketing makes it easy to scale with each and every audience.
In the first waves of Marketing Automation, marketers focused a lot on trying to figure out every possible step, interaction, or engagement that could take place between a company and its customer More and more, what we’re finding is that’s very difficult. As we mentioned earlier, the majority of marketers feel like their marketing isn’t real-time enough to adapt to customer behavior Predictive Marketing is all about letting the data you have about customers work for you to create that individualized experience One of the companies we’ve been working to deliver this capability is Mintigo And in our next segment, we’d like to show what this powerful integration between Mintigo’s predictive marketing platform and the Oracle Marketing Cloud can look like
The Oracle Marketing Cloud helps you cut that marketing ecosystem down to size across your data, apps and media.
We’ve been able to leverage Oracle AppCloud Connect to also tap into sales, commerce and service applications that exist throughout the customer experience Sometimes these come from Oracle, but it can include others as well
I probably don’t need to tell you that we’ve shown a lot. But delivering a connected customer experience requires a lot of different capabilities. That is why we have a marketing cloud. It’s why Oracle has spent billions of dollars acquiring best-of-breed companies in marketing technology. And it’s why we’re connecting these technologies together, within the Oracle Marketing Cloud, to other Oracle products, and to the third-party ecosystem of apps, media, and data. Oracle has the vision and resources to be in this for the long run, that we’ll be there at the finish line with you. Meanwhile, we hope you’ve seen today that we’re helping you run the race faster and better today, moving you along that path to righter messaging, faster responding, and smarter personalization. Everybody wins when it works: The customer gets a better experience and, in turn, rewards you with greater revenue today and greater loyalty tomorrow. Wall Street wins. Main Street wins. That is the future we all want as consumers and as businesspeople, and we look forward to getting there together with you.
It’s Hard to Connect Disparate Interactions to an Individual Customer
of marketers say biggest challenge
to cross-channel marketing is
consumer data that is unavailable or
spread across multiple sources.
— CMO Club
Customers create 3 billion
terabytes of data per year.
Old Approaches to Corral Data Don’t Serve Marketers
82%Of marketers lack synchronized
view of customer data.
Pre-Determined “Journeys” Fail to Adapt Fast Enough
to Customer Behavior
of marketers believe their
marketing is real-time
enough to drive adequate
Chaotic Ecosystem Overwhelms Marketing
Strategy & Planning
Total Marketing Tech
What is the Oracle Marketing Cloud?
And how can it help?
EMAIL MOBILE SOCIAL WEB COMMERCE SALES DISPLAY PAID SOCIAL SEARCH
✓ Program Orchestration
✓ Marketing Automation
✓ Campaign Management
✓ Message Designer
✓ Lead Nurturing & Scoring
✓ Rapid Retargeting
Content & Social
✓ Social Listening
✓ Persona Development
✓ Content Planning
✓ Team Workflows
✓ Topic Modeling & SEO
✓ Cross-Channel Publishing
✓ Audience Analysis
✓ Cross-Channel Insights
✓ Social Analytics
Oracle Marketing Cloud
The Oracle ID Graph Connects an Individual Customer to All Channels & Devices
ORACLE ID GRAPH
• Past Purchase Data
• Buying Propensity
• Lifetime Value
• Trade Shows
• Website Engagement
• Email Marketing
• Social Data
• Mobile Apps/Web
• Web Commerce
• Sales CRM
• Marketing CRM
(Powered by Oracle Data Cloud)
• Interest & Lifestyle
The Oracle Data Management Platform transforms owned and third-party data into actionable audience data, helping
marketers target the right customers across hundreds of paid media channels
Connect & Analyze Data: Improve Acquisition & Conversion Rates
Orchestrate Experience: Customers Dictate Their Own Path
Oracle Cross-Channel Marketing adapts to individual customer behaviors and real-time interactions
Oracle Data Cloud Oracle AppCloud Oracle AppCloud
Tap Into Innovation: An Open Platform Gives Marketers the Most Reach,
and Control, Over the Digital Marketing Ecosystem
Empower Marketing to Lead the Customer Experience
of chief customer officers or
customer experience titles report
The Oracle Marketing Cloud integrates with industry-leading sales, service, and commerce applications,
empowering marketers to drive the end-to-end customer experience for their product, brand or service
Deliver on the Promise of Great Customer Experiences While
Achieving Your Business Goals Today
Deliver Longer Customer
& Acquisition Rate
Optimize Marketing &