SlideShare a Scribd company logo
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
La Importancia del Dato en la Estrategia de
Marketing Digital
Carlos Duez
Marketing Specialist Iberia
Oracle Marketing Cloud
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 2
dataˈdeɪtə/
facts and statistics collected together for reference
or analysis.
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 3
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 4
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 5
WE
ARE
HERE
Source: IDC
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 6
1 kilobyte 1,000
1 megabyte 1,000,000
1 gigabyte 1,000,000,000
1 terabyte 1,000,000,000,000
1 petabyte 1,000,000,000,000,000
1 exabyte 1,000,000,000,000,000,000
1 zettabyte 1,000,000,000,000,000,000,000
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 7
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 8
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 9
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 10
OFFLINE DATA
PAST PURCHASE:
Business Footwear
ONLINE DATA
CASUAL
FOOTWEAR
IS IN!
SHOP NOW
95%Of global retail
purchasing still
happens offline
- eMarketer
Retail’s Offline and Online Divide
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 11
OFFLINE DATA
CURRENT PRODUCTS:
• CREDIT CARD
• CURRENT ACCOUNT
• MORTGAGE
ONLINE DATA
Financial Services Offline and
Online Divide
Watch your
savings grow
VIEW RETIREMENT
ACCOUNTS
50%of customers plan to
leave their bank this year?
Capgemini
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Automotive Industry Offline
and Online Divide
Oracle Confidential - Restricted 12
of Automotive
customers research
their purchases
online first.
- Google
83%
OFFLINE DATA
Online Activities
 Completed credit application
 Configured desired model
 Booked test drive
ONLINE DATA
Of new car sales leads
are generated online
- Frost and Sullivan
70%
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 13
Telecommunications’ Marketing
Spend on Customer Acquisition
20%Of Average Annual Revenue is
spent on acquisition costs by
communications providers.
Analysys Mason
OFFLINE DATA
ONLINE DATA
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 14
Inconsistent Customer Experience
Hinders Conversion
of online consumers admit
they become frustrated
when content appears that
has no relevance to them
e-Strategy
74%
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 15Oracle Confidential - Restricted
Personalisation: SSO & DCO
+630% increase in ROAS
+430% increase in sales
Informed Retargeting
+33% increase in ROAS
Prospecting
+50% increase in Y-O-Y savings
2nd Party Data Sharing
+10% increase in conversion rates
Display
+10-15% increase in Display conversions
Search
+76% increase in conversion rates
+60% improvement in CPA
Social
5X lift in Twitter engagement
Video
5-10% increase in video completion
6% reduction in cost per video complete
3 2
1
Examples of ROI with Data Management Platform
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Understanding our customers
1st party Data Data Marketplace
Collect, match
and analyze data
to bring a better
customer
experience
Develop Unique Targeting
and Segmentation
Capabilities
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Audience Builder
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
ID-sources selection
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Durham Denim knows the importance of building the right audience for its campaigns.
In the past, the company managed to achieve +15% conversion rate simply adding the right audiences to its running
campaigns.
Campaign activation and
channel out selection
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Campaign builder –
WYSIWYG Editor
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
AB and Multivariate Tests
creation
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Audience Discovery
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Powerful insights to
understand variant
performances and users’
preferences
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
From previous test ran, Durham Denim knows that users like Victoria are more likely to add items to the basket (on
average +8% conversion rate) if the SHOP element is shown first in the menu bar and if the appropriate products are
presented above the fold.
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Cadence testing
Channel testing
Content testing
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Product recommendations
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
True cross-channel
experience
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
1st Party + 2nd Party +3rd Party Data
Look-a-like Modeling
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
acquisition
conversion
relationship conversion
win back
mobile
re-permission
abandon
re-engage
lapsed
shopper
welcome
reviews
VIP
newsletter
engagement
profiling
open category
email
social
display
app
preferences
browse
first purchase
search
x-sell
collections
loyalty
spend
stretch
new in
preorder
proactive
churn
opt-in confirm
opt-down
wish list
replenish
birthday
back in stock
polls
Revenue focused
Data focused
Engagement focused
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

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La importancia del dato en la estrategia de marketing digital

  • 1. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | La Importancia del Dato en la Estrategia de Marketing Digital Carlos Duez Marketing Specialist Iberia Oracle Marketing Cloud
  • 2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 2 dataˈdeɪtə/ facts and statistics collected together for reference or analysis.
  • 3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 3
  • 4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 4
  • 5. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 5 WE ARE HERE Source: IDC
  • 6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 6 1 kilobyte 1,000 1 megabyte 1,000,000 1 gigabyte 1,000,000,000 1 terabyte 1,000,000,000,000 1 petabyte 1,000,000,000,000,000 1 exabyte 1,000,000,000,000,000,000 1 zettabyte 1,000,000,000,000,000,000,000
  • 7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 7
  • 8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 8
  • 9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 9
  • 10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 10 OFFLINE DATA PAST PURCHASE: Business Footwear ONLINE DATA CASUAL FOOTWEAR IS IN! SHOP NOW 95%Of global retail purchasing still happens offline - eMarketer Retail’s Offline and Online Divide
  • 11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 11 OFFLINE DATA CURRENT PRODUCTS: • CREDIT CARD • CURRENT ACCOUNT • MORTGAGE ONLINE DATA Financial Services Offline and Online Divide Watch your savings grow VIEW RETIREMENT ACCOUNTS 50%of customers plan to leave their bank this year? Capgemini
  • 12. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Automotive Industry Offline and Online Divide Oracle Confidential - Restricted 12 of Automotive customers research their purchases online first. - Google 83% OFFLINE DATA Online Activities  Completed credit application  Configured desired model  Booked test drive ONLINE DATA Of new car sales leads are generated online - Frost and Sullivan 70%
  • 13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 13 Telecommunications’ Marketing Spend on Customer Acquisition 20%Of Average Annual Revenue is spent on acquisition costs by communications providers. Analysys Mason OFFLINE DATA ONLINE DATA
  • 14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 14 Inconsistent Customer Experience Hinders Conversion of online consumers admit they become frustrated when content appears that has no relevance to them e-Strategy 74%
  • 15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 15Oracle Confidential - Restricted Personalisation: SSO & DCO +630% increase in ROAS +430% increase in sales Informed Retargeting +33% increase in ROAS Prospecting +50% increase in Y-O-Y savings 2nd Party Data Sharing +10% increase in conversion rates Display +10-15% increase in Display conversions Search +76% increase in conversion rates +60% improvement in CPA Social 5X lift in Twitter engagement Video 5-10% increase in video completion 6% reduction in cost per video complete 3 2 1 Examples of ROI with Data Management Platform
  • 16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Understanding our customers 1st party Data Data Marketplace Collect, match and analyze data to bring a better customer experience Develop Unique Targeting and Segmentation Capabilities
  • 17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 18. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 19. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 20. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 21. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 22. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Audience Builder
  • 23. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | ID-sources selection
  • 24. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Durham Denim knows the importance of building the right audience for its campaigns. In the past, the company managed to achieve +15% conversion rate simply adding the right audiences to its running campaigns. Campaign activation and channel out selection
  • 25. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 26. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Campaign builder – WYSIWYG Editor
  • 27. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | AB and Multivariate Tests creation
  • 28. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Audience Discovery
  • 29. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Powerful insights to understand variant performances and users’ preferences
  • 30. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | From previous test ran, Durham Denim knows that users like Victoria are more likely to add items to the basket (on average +8% conversion rate) if the SHOP element is shown first in the menu bar and if the appropriate products are presented above the fold.
  • 31. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 32. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 33. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 34. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 35. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 36. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Cadence testing Channel testing Content testing
  • 37. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 38. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 39. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Product recommendations
  • 40. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | True cross-channel experience
  • 41. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 42. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  • 43. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 1st Party + 2nd Party +3rd Party Data Look-a-like Modeling
  • 44. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | acquisition conversion relationship conversion win back mobile re-permission abandon re-engage lapsed shopper welcome reviews VIP newsletter engagement profiling open category email social display app preferences browse first purchase search x-sell collections loyalty spend stretch new in preorder proactive churn opt-in confirm opt-down wish list replenish birthday back in stock polls Revenue focused Data focused Engagement focused
  • 45. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |