The document discusses using an end-to-end technology platform to accelerate global marketing campaigns. It leverages relevant content and data to engage customers across the entire customer journey from acquisition to conversion to retention. The platform connects first, second, and third party data to power personalized experiences across channels like web, mobile, social, and email. It aims to increase engagement and conversions through testing and optimization, while decreasing customer acquisition costs through effective targeting. The goal is to provide a world-class, personalized customer experience across all channels and markets.

1. Accelerating Global
Campaigns Leveraging
Technology and Global
Marketing
Sergio Restrepo , VP Global Digital Marketing
Andy Fisher, Director Marketing Strategy

7. BUYERS
PERSONA CANVAS

13. There´s never a lack of problems.

15. Customer Journey vs. Customer
Lifecycle

16. • Consumer Journey
MAPPING

21. CONSUMER JOURNEY POTENTIAL

24. NOT IDEAL

27. • CONTENT

28. SOURCE: CURATA

34. INITIATIVES BLOCK

36. ADVOCATE

37. Customer challenges

40. Enjoy native fluency
across all
channels and
markets
What if every
market was
your home
market?

44. With great content
comes great responsibility….

45. Personalisation
On A Grand Scale

46. An End to End Technology Platform
Anonymous Known
Prospect & Acquire Retain & GrowConvert (Website)
ORACLE CONTENT MARKETING
ORACLE SOCIAL MARKETING
Leverage relevant content and
engage customers
Send data via look-alike model
back to DMP for Retargeting and
New Prospecting
WEB SITES
Delivers relevant digital experience,
product or service to customer
E-COMMERCE
Oracle
Data Cloud
Connect data and transform
it into audience profile
ORACLE DATA
MANAGEMENT PLATFORM
Search
Display
ORACLE CROSS-CHANNEL
ORCHESTRATION
Orchestrate adaptive experiences
spanning all channels
Social
Mobile
Email
ORACLE MAXYMISER
Data informs most optimized
experience

47. Acquisition

48. ACQUIRE: Deliver Seamless Cross-Channel Experience
Prospect browses web,
and lands on a content
site, where he is
recognized again and
served a display ad which
he clicks on because of its
relevance.
Sign up for
price alerts
Prospect automatically
added to campaign
Prospect searches for
“Cheap Flights to NY”
Prospect does not
click on the ad and
instead decides to do
more research about
his trip.Additional Attributes
 Location: Boston
 Dates: Sept-Dec.
 Travel Purpose:
Leisure
 Loyalty Program:
Marriott Rewards
 In-Market: NYC Trips
NYC Deal Alert
August 24, 2015 at 1:17PM
$350 Flights to NYC
a
VIEW DEAL
NYC FLIGHTS
STARTING AT
$350

49. ACQUIRE: Target Prospects That Resemble Customers
That Converted With Look-Alike Model
Additional Attributes
 Destination: NY
 Interests: Urban
 Customer: No
 Income: 80k+
Find You Ideal Customers Model Look-Alike With 3rd
Party Audience Data
Deliver Relevant Advertising
Across Channels
a
SHOP FLIGHTS
DISCOUNTED
FLIGHTS TO
THE BIG APPLE
(bite in!)
Attributes
 Location: Boston
 Dates: Sept-Dec.
 Travel Frequency: 6+
 Purpose: Leisure

50. ACQUIRE: Target Travellers In-Market for Air Travel
Excluding Current Customers
Additional Attributes
 Location: Boston
 Travel Purpose: Leisure
 Loyalty Program: Yes
Oracle DMP Profile
BOS > SFO 9/27/15
SORT BY PRICE
5:14am
$399
9:30am
$610
1:40pm $275
Consolidate data
Target with Dynamic
Creative
YOUR POINTS,
SKY HIGH.
Earn more points when you
book you flight directly
through our website

51. HOW?

52. Transform Proprietary 1st Party Data Into Actionable
Retail Audience
Commerce
Purchase
Data
SKUs
e-mail
Open
Responders
Non-Responders
CRM
Account, Contact
Details, History
Loyalty
Reward Card
Check-Ins
Web Analytics
Visits
Duration

53. Connect Relevant 2nd and 3rd Party Audience Data
Geographic Demographic Interest Lifestyle
Behaviors Past Purchases Predictors Qualified Demographic
In Market

54. Activate Your Data Across Advertising Channels
Orchestrate a more consistent experience across paid media channels
Display
Programmatic, Premium, Portals
Video
in Banner, in Page, Connected TV
Social
Facebook, Twitter, LinkedIn, etc.
Mobile
iOS, Android, Apps, Browser
Commerce
Site Optimization, Landing Pages
Other
CRM, Direct Mail, Search

55. Conversion
Part 1

56. CONVERT: Increase website conversion by personalising
Customer Experiences based on behaviours
Oracle Maxymiser
Writes Review:
NYC Restaurant

57. What’s the problem?
3%
Poor user experience and lack
of personalisation produce low:
• Engagement
• Conversion rates
• Average order value
• Retention
Inbound traffic cost
Revenue
92x more spent on driving
traffic to a site than on
making sure it converts

58. Get a Larger Percentage of Visitors
TO BOOK
Get Customers to
BOOK MORE OFTEN
Get Them to Spend More
EACH TIME THEY BOOK
Widening the funnel
3%
Revenue

59. +44%
Searches
+27%
Searches
CONVERT: Customer focus drives response
Brand
Function

60. Optimising cancellation and
payment policy messaging can
increase booking conversion by
an average of 9%.
Having a consistent and visible
itinerary panel in the booking
flow increases conversion by 5%
on average
Urgency messaging can increase
revenue per unique visitor by
7%, but copy and positioning
can greatly influence the effect
Some typical success areas

61. HOW?

62. Test Anything…
Test all possible combinations of your site,
including dynamic content, with
sophisticated multivariate and multipage
campaigns.
On Any Site…
From web to mobile and apps, our
testing platform works on top of modern
websites and supports custom sites and
Single-Page Applications.
In the Easiest Way Possible
Complex testing scenarios can be
created through a single visual editor
with no IT involvement.
Powerful & Extensive Testing Platform

63. Maximize Conversions
Deep in the Funnel
Run unlimited campaigns deep in the
funnel and truly impact the business’s
bottom line – from customized shopping
carts to secured checkouts.
Understand Where You
Win At Every Stage
Identify wining areas within your
funnel and understand where visitors
are converting for each and every
step they take.
Make an Impact: Test the Strategic Parts of Your Website

64. Discover Profitable Opportunities
for High-Valued Segments
Gain insights necessary to focus on the
personalized experiences that will have the
biggest impact on conversions and revenue.
Move the Needle: Gain the Highest ROI on
Your Testing & Personalization Efforts

65. Conversion
Part 2

66. CONVERT: Decrease Customer Acquisition Cost with
Effective Targeting
Convert
Offer Matching
Individual Interests
Anonymous
Known
Abandoned Browse
Flights to NYC from $310
August 24, 2015 at 1:17PM
It’s time for a trip. Check
out our lowest fare
guarantee offers.

67. The Importance Of Mobile
Unique open rate
(37% higher then travel
industry benchmark)
59% Responder-to-open rate
(132.3% higher then travel
industry benchmark)
55%
Key Results
47% €2.90Click-through rate Revenue per email
(132% higher than travel
industry benchmark)

68. CONVERT: Leverage Rapid Retargeting to Increase
Conversions with More Personalized Offers
Increase Conversion
Customer Visits the Travel
Website
Personalize the Experience
TRAVELSITE:
Looking for
a winter
getaway?
tra.vel/Qw21
Oracle Confidential - Restricted 68

69. HOW?

70. True Cross-Channel Orchestration
A Single Identity Across All Channels
Integrate cross-channel
communications and truly break
down traditional product silos
Personalize interactions based on
cross channel preferences, attributes
and behaviors
Target unique audiences with
precision and provide them with
relevant engaging content

71. Powerful, yet easy to use program canvas
Rich Segmentation
Use a wide variety of customer
behaviors, attributes and preferences to
target your best customers.
Flawless Execution
Easily create content with Message
Designer and schedule campaign
with the unified Program Canvas
Best In Class Reporting
Marketer friendly interface allows
marketers to take action without
running queries or engaging IT.

73. RETAIN: Engage In-Market Customers with Social
Listening and Third-Party Data
Leverage social to target
1st party audiences
Create audience with similar
behaviors and attributes
Oracle Social Marketing Oracle DMP
Increase Engagement
Across Social Channels
Excellent stay in
NYC, thank you
@hotel chain

74. RETAIN: Bridge Offline and Digital Worlds to
Drive Loyalty, Winback and Cross-sell
Start with Digital Profile Data
from your Cross-Channel
Customer Data Base
Enrich with Offline Purchase
Data from Brick & Mortar
Store Purchases
Orchestrate more
Personalized Experience
cross-channel.
Enrich Digital Profile with Offline Purchase Data to Orchestrate More Personalized Experiences
TRAVEL CATEGORIESSELECT
Hotel and Lodging Buyers
Air Travel Buyers
Cross-Channel Marketing
Platform
Oracle Data Cloud (Datalogix)
Cross-Channel Marketing +
Oracle Data Cloud

75. Summary

76. An End to End Technology Platform
Anonymous Known
Prospect & Acquire Retain & GrowConvert (Website)
ORACLE CONTENT MARKETING
ORACLE SOCIAL MARKETING
Leverage relevant content and
engage customers
Send data via look-alike model
back to DMP for Retargeting and
New Prospecting
WEB SITES
Delivers relevant digital experience,
product or service to customer
E-COMMERCE
Oracle
Data Cloud
Connect data and transform
it into audience profile
ORACLE DATA
MANAGEMENT PLATFORM
Search
Display
ORACLE CROSS-CHANNEL
ORCHESTRATION
Orchestrate adaptive experiences
spanning all channels
Social
Mobile
Email
ORACLE MAXYMISER
Data informs most optimized
experience

77. Personalisation
On A Grand Scale

78. World Class
Customer
Experience
Content
Execution
Data

79. THANK YOU