Presentación de Oracle para la jornada Data Driven Marketing, celebrada el 24 de enero de 2018 en Madrid. Evento organizado por Adigital.

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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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