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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
Digital Disruption 
Come trasformare il potere del ...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
Safe Harbor Statement 
The following is intended to...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
Oracle Confidential – Restricted 
3 
Great individu...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
Oracle Confidential – Restricted 
4 
Great scale. 
...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
5 
Oracle Confidential - Restricted 
Disparate Data...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
6 
No Centralized Hub to Manage Customer Interactio...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
ONE OFF CAMPAIGN 
7 
Oracle Confidential - Restrict...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
Oracle Confidential – Restricted 
8 
The customer h...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
From CRM to Customer Experience
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
10 
Oracle Confidential - Restricted 
The Promise o...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
11 
Oracle Confidential - Restricted 
Despite Poten...
It’s Time for Companies to Take a Different Approach
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
13 
Oracle Confidential - Restricted 
Granular Beha...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
Start 
with the Campaign 
Start 
with the Customer ...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
How It Works Inside a Cross-Channel Marketing Progr...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
16 
Mobile Push: Deliver Relevant Consumer Interact...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
Marketing Simplicity 
Customer-Centricity 
Enterpri...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
18 
Success is defined by the individual customer e...
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 
89 Billion 
emails per year 
1 Billion 
Orchestrate...
olga.zero@oracle.com 
Olga Zero 
@olgazero
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Digital Disruption_Olga Zero

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Oracle partecipa all’8° Consumer & Retail Summit, evento di riferimento per il mondo dell'industria di marca e dei consumi.
In un confronto tra player e istituzioni, l'evento ha analizzato il bilancio dell'attuale congiuntura economica, le strategie e i modelli di consumo. Oracle ha partecipato nella track dedicata all’Innovazione, con Olga Zero.

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Digital Disruption_Olga Zero

  1. 1. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Digital Disruption Come trasformare il potere del Consumatore in vantaggio competitivo Olga Zero Business Development Customer Experience Applications Oracle Italy 9 Ottobre 2014 Oracle Confidential – Restricted
  2. 2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. Oracle Confidential - Restricted 2
  3. 3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Restricted 3 Great individual customer experience… But no scale.
  4. 4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Restricted 4 Great scale. But no individual customer relationship.
  5. 5. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 5 Oracle Confidential - Restricted Disparate Data Prevents Acquisition of Ideal Customers Data from critical channels isn’t integrated, making it harder to target the right customers Low Acquisition & Conversion Rates Results Low Return on Ad Spending of Companies Lack Centralize View of Customer Interactions 82% SEARCH EMAIL DISPLAY WEB SOCIAL Source: Forrester and eMarketer Average CTR on Display Ads .06%
  6. 6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 6 No Centralized Hub to Manage Customer Interactions The proliferation of point marketing applications have created silos among marketing teams, processes and execution
  7. 7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | ONE OFF CAMPAIGN 7 Oracle Confidential - Restricted Marketing teams build one-off campaigns, often in isolation from each other, causing ineffective media strategies 89% of Marketing Teams Have Internal Divisions Between Channels E-MAIL ONE OFF CAMPAIGN DISPLAY ONE OFF CAMPAIGN MOBILE ONE OFF CAMPAIGN SOCIAL ONE OFF CAMPAIGN SEARCH ONE OFF CAMPAIGN DIGITAL TV ONE OFF CAMPAIGN WEB Internal Divisions Create Inconsistent Messaging 96% Of consumers receive irrelevant ads or promotions Source: Janrain and Integrated Marketing Survey 2013
  8. 8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Restricted 8 The customer has moved on.
  9. 9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | From CRM to Customer Experience
  10. 10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 10 Oracle Confidential - Restricted The Promise of Personalization Everyone wants more 1:1 customer relationships
  11. 11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 11 Oracle Confidential - Restricted Despite Potential, Consumers Receive Broken Digital Experiences WEB of customers don't receive a tailored, cohesive experience across channels. 78% Customer purchases headphones Thank you email MOBILE DISPLAY Two Days Pass As they move from channel to channel, companies treat consumers as if they’re brand new -Accenture
  12. 12. It’s Time for Companies to Take a Different Approach
  13. 13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 13 Oracle Confidential - Restricted Granular Behavioral Data Creates Richer Consumer Profile Move beyond the transaction and enable engagement to dictate customer experiences Capture 1st Party Data on Digital Assets (DMP) Push Into Actionable Customer Profiles to Inform Customer Experience (Cross-Channel) ORACLE DMP CORE TAG Writes Review
  14. 14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Start with the Campaign Start with the Customer Build profiles Design an experience Interact individually Create an offer Schedule it in the calendar Send to a mass audience For example: Flip the marketer experience. 14 Oracle Confidential – Restricted
  15. 15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | How It Works Inside a Cross-Channel Marketing Program Age: 40-45 Gender: Female Past purchase: Slippers Visits Product Page; Didn’t Buy Example: Retail consumers get orchestrated experience based on behaviors New Shoe Program Data Switch PAID SOCIAL AD DISPLAY AD (RETARGET) EMAIL (CROSS-SELL) DESIGN MESSAGE
  16. 16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 16 Mobile Push: Deliver Relevant Consumer Interactions in Real-Time Contextualized by Location Reach consumers at the right time and the right place Integrated Messaging Add Push within the context of an orchestrated, cross-channel program Reach Multiple Apps Choose what mobile applications you want to push to within your orchestrated program
  17. 17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Marketing Simplicity Customer-Centricity Enterprise Ready The Business Value of Orchestrated Customer Experiences Unify Messaging Efforts Simple, but powerful, solution to create and message new products Optimize and Test Create journeys that last, and iterate rather than re-build Scale marketing messages More than 1 billion orchestrated customer experiences per month Open Data Model Pull In data from commerce, marketing CRM, and other campaign systems to inform targeting More Individualized Experience Automate customer lifecycle without dehumanizing it Improve Retention by giving customers the products they actually want
  18. 18. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 18 Success is defined by the individual customer experience & relationship. Deliver individualized experiences: Build lasting relationships: Sources: Responsys consumer survey, 2013 Adobe Digital Index, 2012 Oracle Confidential – Restricted
  19. 19. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 89 Billion emails per year 1 Billion Orchestrated experiences 1.5 Petabytes of data stored 19 Oracle Confidential – Restricted World-Class Brands Delivering Individual Experiences at Scale
  20. 20. olga.zero@oracle.com Olga Zero @olgazero

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