The document discusses the significance of data in digital marketing strategies, highlighting the importance of both offline and online consumer behaviors. It outlines various statistics pertaining to consumer interactions across different industries and emphasizes leveraging data management platforms to enhance customer experiences and campaign effectiveness. Additionally, it illustrates how personalized marketing and audience targeting can significantly improve conversion rates and return on advertising spend.

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La Importancia del Dato en la Estrategia de
Marketing Digital
Carlos Duez
Marketing Specialist Iberia
Oracle Marketing Cloud

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dataˈdeɪtə/
facts and statistics collected together for reference
or analysis.

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WE
ARE
HERE
Source: IDC

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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

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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

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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

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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%

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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

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Inconsistent Customer Experience
Hinders Conversion
of online consumers admit
they become frustrated
when content appears that
has no relevance to them
e-Strategy
74%

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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

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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

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Audience Builder

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ID-sources selection

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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

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Campaign builder –
WYSIWYG Editor

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AB and Multivariate Tests
creation

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Audience Discovery

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Powerful insights to
understand variant
performances and users’
preferences

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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.

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Cadence testing
Channel testing
Content testing

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Product recommendations

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True cross-channel
experience

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1st Party + 2nd Party +3rd Party Data
Look-a-like Modeling

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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

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