The document discusses the importance of capturing customer permissions and data to enhance marketing strategies effectively. It emphasizes progressive profiling, utilizing behavioral data, and creating nurturing marketing programs across different customer engagement levels. Additionally, it highlights leveraging automated data analysis for personalized marketing and the benefits of engaging customers through various channels.

1. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Change the automation game!
Bringing customer data together when and where it matters
Jon Stanesby
Strategic Services Director
Oracle Marketing Cloud

2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Jon Stanesby – Strategic Services Director, Oracle
• 14 years working in digital
marketing
• 6 years at Oracle Marketing
Cloud
• Consulted with 100’s of
brands across Europe
including: B&Q, GAME,
Lufthansa, New Look,
Tom Tom, John Lewis
• Specialist in Email, Mobile &
Display customer marketing
Oracle Confidential – Internal/Restricted/Highly Restricted 2
email: jon.stanesby@oracle.com
Linkedin: uk.linkedin.com/in/stanesby/
Twitter: @j2g

3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
CONTROLS MENU
Player 1, READY?
Revenue
Data
Engagement
Permission
AUTOMATED
CUSTOMER
COMMUNICATIONS
Oracle Confidential – Internal/Restricted/Highly Restricted 3

4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Level 1: We don’t know you, but we want to!
• Capture permission to market at all costs
• Don’t compromise data capture to grab a
quick conversion
• You don’t need to know it all up front
(profile customers progressively)
• Use behavioural data when you can
• Guest checkouts SHOULD be no different
• Consider the pseudo-account
• Don’t forget to sell your marketing program!
• Have a marketing program designed to
nurture new customers
Oracle Confidential – Internal/Restricted/Highly Restricted 4

5. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Level 1: We don’t know you, but we want to!
• Capture permission to market at all costs
• Don’t compromise data capture to grab a
quick conversion
• You don’t need to know it all up front
(profile customers progressively)
• Use behavioural data when you can
• Guest checkouts SHOULD be no different
• Consider the pseudo-account
• Don’t forget to sell your marketing program!
• Have a marketing program designed to
nurture new customers
Oracle Confidential – Internal/Restricted/Highly Restricted 5

6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Level 1: We don’t know you, but we want to!
• Capture permission to market at all costs
• Don’t compromise data capture to grab a
quick conversion
• You don’t need to know it all up front
(profile customers progressively)
• Use behavioural data when you can
• Guest checkouts SHOULD be no different
• Consider the pseudo-account
• Don’t forget to sell your marketing program!
• Have a marketing program designed to
nurture new customers
Oracle Confidential – Internal/Restricted/Highly Restricted 6

7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Nurturing Customers
Oracle Confidential – Internal/Restricted/Highly Restricted 7
ENGAGE
&
INSPIRE
EDUCATE
&
LEARN
ACTIVATE
&
STIMULATE
Open my emails
Visit my website
Be aware of all that we offer
Engage in other channels
A
Tell us about you
Tell us what you like
Reinforce brand values
&
Service Proposition
X + Y
Here is something you will like
Here are some other options
Here are relevant offers
Here is what's new
BSPECIAL
MOVES!

8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Level 2: Engage warp drive your customers
Top 5 or Top 10 List
3 / 5 / 10 Ways To….
Show and Tells
Videos
Polls
History Lessons
Greatest Hits (content)
Futurology
Guest Writers
Blog Content
How-to guides
Top tips
Case studies Testimonial stories
Seasonality
Educational
Statistics and lists
Infographics
Quiz / Contest

9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Engagement: Ask, learn and tell!
Oracle Confidential – Internal/Restricted/Highly Restricted 9

10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
B&Q Kinetic email
PowerPoint demo showing
a room set layout with the
ability to tap on hot spots
to view product
information.

11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Level 3: Welcome to the dataverse!

13. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14
Right now | Today | Last week | Last month | Last year+
Significance
Socio-demographic
Profile Data
Survey Data
Orders
Click Stream
Location
Age
Fav. Locations
Implicit Interests
Aggregations
Order History
Statistics
Analysis
CONGRATULATIONS! CHEAT MODE UNLOCKED!!

14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Level 4: Unlocking the value of data with automation
HAVE AN IDEA BUILD IT SET IT FORGET IT

15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Level 4: Unlocking the value of data with automation
DATA FOR
TARGETING
DATA FOR
PERSONALISATION
CONTENT
ANALYSIS
MEASUREMENT
TEST
PLAN
OPTIMISATION
PLAN
HAVE AN IDEA BUILD IT SET IT
GOVERNANCE
IMPROVE IT
DYNAMIC
RULES
CONTROL
GROUPS
SYSTEMS
INTEGRATIONS
LOGIC
CUSTOMER
EXPERIENCEDEDICATE TIME! MONITORING
DEDICATE TIME!

16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
NAME RANK SCORE
OPTIN_ 1ST 3333360
N-GAGE 2ND 3333360
_DATA_ 3RD 3333360
MON€Y! 4TH 3333360
TH
GAME OVER
HIGH SCORES