A/B Testing: Why, When and How

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Ron Corbisier

Learn why A/B testing in Oracle Eloqua is crucial for your maximum marketing success.

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
A/B TesAng in Eloqua
Greg Huckabee
Adop0on Services, Oracle Marke0ng Cloud
August 2016

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | Oracle ConﬁdenAal – Internal/Restricted/Highly Restricted 2
Greg Huckabee
•  - 7 years in Direct Mail markeAng and
manufacturing.
•  - 10 years in Financial Services industry,
helped drive digital transformaAon
•  - 4 years as an Eloqua customer
•  - 3 years with Oracle MarkeAng Cloud
•  CommiXed to helping marketers build skills
and competencies that drive modern
markeAng maturity.

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
Agenda
•  AdopAon Services Program Overview
•  A/B TesAng Process
•  Common TesAng ObjecAves & Three Categories of TesAng Elements
•  A/B TesAng Examples:
– Email
– Web Forms

3

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
AdopAon Services Program Overview

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
AdopAon Services: Overview
Complimentary services
provided as part of a
customer’s subscripAon to
OMC
Designed to help customers
achieve success and adopt
modern markeAng pracAces
Content provided on all
products within the OMC
Services delivered virtually
using digital, interacAve
tools
5 Oracle ConﬁdenAal – Internal/Restricted/Highly Restricted

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
Services
Modern MarkeAng
Assessments
Pla`orm Feature Demos
and use case walk-throughs
Facilitated Discussions Applied Concept Tours
6 Oracle ConﬁdenAal – Internal/Restricted/Highly Restricted

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 7
The online assessment
calculates and presents you
with your markeAng maturity
and pla`orm uAlizaAon levels
Answer a series of quesAons
about your organizaAon’s
approach to markeAng

Receive acAonable guidance on
how to advance to the next
level of maturity

Modern MarkeAng Assessments

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 8
Choose from a broad menu of
modern markeAng topics
AXend 60-90 minute
interacAve sessions (delivered
virtually)

Receive a customized plan of
acAon outlining how to
implement the markeAng
pracAce
Facilitated Discussions

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 9
Pla`orm Advisor shows you how
to put plans into acAon or address
issues you’re experiencing all
within your own product instance

Choose from a growing list of
topics; sessions are
approximately 60 minutes
Leave with a list of
recommended resources that
will help you apply the
concepts within your
organizaAon

Product Feature Demos & Applied Concept Tours
60
MIN

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
RequesAng AdopAon Services
Oracle ConﬁdenAal – Internal/Restricted/Highly Restricted 10
•  All services are requested through your Customer Success Manager
•  Engagements are assigned to Advisors cerAﬁed in a area of experAse
•  Request Oien – no limit!
•  Open Discussions - run something by us!

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
A/B TesAng Process

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
A/B TesAng Process
12

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
Common TesAng ObjecAves & Elements

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
Common TesAng ObjecAves
14
• Increase form submissions
• Increase downloads
• Increase page views
• Increase click-through rate
• Increase email opens
• Reduce unsubscribe rate
• Increase content shares
• Increase social reach and inﬂuence

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
TesAng Elements
Crea0ve Elements
•  Layout
•  Style of graphics
•  Size or placement of oﬀer
•  Copy length
•  Form length
•  Social buXons
15
Content Elements
•  Subject line
•  From line
•  Headlines
•  Call to acAon
•  Oﬀer
•  SegmentaAon or targeAng
•  Messaging
•  PersonalizaAon

Timing & Frequency
•  Send Ame
•  Send day
•  Send frequency
•  Share or post Ame
•  Share day
•  Share or post frequency

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
TesAng Examples: Email

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 17

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 18

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 19

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 20

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 21

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
TesAng Examples: Forms &Webpage

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
Original Form

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |
IteraAon
•  11.83% Conversion
Rate
•  438% Increase over
Original
•  99.5% StaAsAcal
signiﬁcance

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 25

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 26

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 27

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 28

Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. |

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In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way. Key Takeaways: 1. Real content is king 2. Find ways to show EEAT 3. Repurpose across all platforms

De-risk Your Digital Evolution - Hannah Grap

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.

ThinkNow 2024 Consumer Financial Wellness Report

ThinkNow

Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent? To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.

Monthly Social Media News Update May 2024

Andy Lambert

TL;DR. These are the three themes that stood out to us over the course of last month. 1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly. 2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth. 3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.

AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO

VWO

In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities. When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion. Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER

DeepakTripathi733493

Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success. Key Takeaways: • Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot. • Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers. • Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions. • Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.

Digital Strategy Master Class - Andrew Rupert

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth

Demandbase

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