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#OOW14 - The Changing Landscape of Data Management for Marketers [CON8980]

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

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#OOW14 - The Changing Landscape of Data Management for Marketers [CON8980]

  1. 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. 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. 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. 4. Printing Press 4 MARKETING 1.0 @jellett • #OOW14 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
  5. 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. 6. John Cameron Swayze, NBC’s “Camel News Caravan” 1955 TV/Radio 6 MARKETING 2.0 @jellett • #OOW14 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
  7. 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. 8. PC/Internet 8 MARKETING 3.0 @jellett • #OOW14 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
  9. 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. 10. Social/Mobile 10 MARKETING 4.0 @jellett • #OOW14 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
  11. 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. 12. MARKETING 5.0 Winning in the Age of Personalized Omni-channel Experiences 12
  13. 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. 14. DATA CHAINED TO CHANNEL (& DEPARTMENT) = FRAGMENTATION 14 Source: Oracle Marketing Cloud Conference @jellett • #OOW14
  15. 15. OMNI-CHANNEL EXPERIENCES REQUIRE SYNCHRONIZED DATA 15 Source: Oracle Marketing Cloud Conference @jellett • #OOW14
  16. 16. ARMS RACE TO SOLVE THE PROBLEM @jellett • #OOW14 16 Source: Forrester
  17. 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. 18. 10 STEPS TO MARKETING 5.0 18
  19. 19. STEP 1 Become a customer-centered organization 19 Source: Satmetrix Systems, Inc. @jellett • #OOW14
  20. 20. STEP 2 Develop segments and personas @jellett • #OOW14 20
  21. 21. STEP 3 Map the customer decision journey @jellett • #OOW14 21
  22. 22. STEP 4 Define cross-discipline planning model @jellett • #OOW14 22
  23. 23. STEP 5 23 Envision what is possible and determine data needed @jellett • #OOW14
  24. 24. STEP 6 Resource for infrastructure and experience building @jellett • #OOW14 24
  25. 25. STEP 7 Implement key applications and data management infrastructure 25 Source: Oracle Marketing Cloud Conference @jellett • #OOW14
  26. 26. STEP 8 Build/manage personalized omni-channel experiences @jellett • #OOW14 26
  27. 27. STEP 9 Create cross-discipline analytics framework @jellett • #OOW14 27
  28. 28. STEP 10 Align organization on data-driven engagement policies @jellett • #OOW14 28
  29. 29. 10 STEPS YOU SHOULD TAKE NOW © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. @jellett • #OOW14 29
  30. 30. 30 THANKS! STAY IN TOUCH jellett@nfusion.com @jellett @nfusion www.nFusion.com #OOW14 SLIDES + WEBINAR nFusion.com/OOW14

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

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