Oracle Marketing Cloud - Modern Thinking MSMK 8/9/16
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‘El nuevo marketing: más técnico y data driven que nunca' - Víctor López, Iberia Cluster Application Leader en Oracle, sobre los puntos clave del 'nuevo marketing' y la importancia de entender, gestionar y analizar el flujo de información que se puede extraer de cada usuario o cliente. Según Víctor López, es "fundamental unificar datos y conocer al cliente", haciendo referencia tanto al impacto positivo en el revenue de una compañía como a la capacidad de mejora de la relación con el cliente, que lleva a un mayor engagement.
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Oracle Marketing Cloud - Modern Thinking MSMK 8/9/16
- 3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential - Oracle Marketing Cloud Name Victor Lopez Title Cluster Application Pre-Sales Leader for Iberia Director, CX Solution Consultant
- 4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
- 5. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential, for 5
- 6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. March 2013 Oracle Social Marketing May 2012 Social Engagement June 2012 Social Analytics July 2012 Social Listening December 2012 October 2013 Oracle Content Marketing December 2013 February 2014 December 2013 6 Key Elements of a Marketing Cloud Oracle Confidential - December 2014 August 2015
- 7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Connected Data 1st Party Data WebsiteCRM Email SocialCommerce 2nd Party Data Data Sharing Audience Data Marketplace Intent Geography Interests & Lifestyle Demographic Oracle Datalogix Offline Purchase Direct Mail Digital Experience Management Oracle Content Marketing Oracle Social Marketing Oracle WebCenter Sites Oracle Commerce Optimization & Insights Oracle Maxymiser Marketing Cloud Analytics PersonalizationPredictive AnalyticsTesting Social AnalyticsCross-Channel Insight Audience Analytics Oracle B2C Cross-Channel Marketing Oracle B2B Cross-Channel MarketingIntelligent Orchestration Display VideoTV Web SearchMobileEmail SocialStore Program Canvas Lead Management Actionable Audience Profile Audience Management Data Categorization & Taxonomy Anonymous Profile Known Profile Oracle Data Management Platform
- 8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 8 Number of impressions U.S. customers make on one another about products and services each year. –Forrester Today, Customers Control Your Destiny They’re Empowered 500 Billion “Companies were in control up until 2000. But now the customer is in the driver’s seat. If you embrace that, you will thrive. If not, then by 2020, you will not survive.” –Jamie Nordstrom
- 9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 9 But First Must Overcome Immediate Pressure to Drive and Attribute New Revenue of CEOs want their CMOs to become 100% ROI-focused 75% of CMOs want to be data- driven in how they quantify value 92% The Reality 80% of CMOs can’t quantify ROI The CEO Mandate The CMO Vision Sources: Fournaise Group and Columbia Business School’s Center for Global Brand Leadership.
- 10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. - Google and Corporate Executive Board study “Buyers are 60% through their decision process BEFORE engaging with a Sales person.”
- 11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Buying process shifting to marketing-driven • Sales Dominated • One-way, single channel, relationship-driven THEN • Marketing plays critical role • Internet-driven, analytics-driven NOW MARKETING MARKETINGSALES SALES Education Active Buying Closing Education Active Buying Closing
- 12. A Broken Marketer Experience Stands in Their Way
- 13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 13 of enterprise marketers have no synchronized view of customer data 82% Disparate Data Creates Marketing Complexity and Lost Revenue Unable to pull together all their data, marketers fail to target the right customers.
- 14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 14 No Centralized Hub to Manage Customer Interactions The proliferation of point marketing applications have created silos among marketing teams, processes and execution
- 15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 15 The Result: A Broken Customer Experience 78% of customers don’t receive consistent experience across channels. — Accenture 94% of customers have discontinued communication with a company because of irrelevant messages. — Blue Research Marketers Lean Heavily on Fragmented Tools Pass Fragmentation Onto Customer Bombarded, Customers Don’t Convert or They Leave
- 16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 16 Prospects Feel It Everyday 2 WEEKS LATER…
- 17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 17 The Ongoing Marketing and IT Divide Prevents Progress Only 1 of 10 CMOs and CIOs feel that collaboration between the two is at the right level. Deploy better marketing execution and platforms ( #6 for CIOs) #1 What CMOs Want Better marketing measurement and campaign optimization ( #8 for CMOs) #1 What CIOs Want Source: Accenture
- 18. It’s Time for Marketers to Take a Different Approach.
- 19. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 19 End-to-End Buyer Experience and Marketer Experience Marketer creates Account Profile Delivers ad to Account using BK Partner Collects anonymous behavior data about Account Entices Account to register based on behavior data Matches 3rd party data with 1st party data, identifying account as Jones Construction, Inc Automatic Lead Score makes account available for telesales followup. Marketer uses Content Marketing solution to reinforce Safety benefit and convert sale Cross-Channel Marketing Social Marketing Content Marketing Drives advocacy with Success Story PRODUCTS LEGEND: DMP Account is automatically added to appropriate targeting campaign
- 20. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. SOCIALMOBILEDISPLAYE-MAIL EARNEDOWNEDPAID 20 For the Marketer: Orchestrate Consistent Customer Experience Across Channels With your customer profile at the center, design relevant journeys with Oracle’s Cross-Channel Marketing Solutions WEB
- 21. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. For The Buyer: Unified Cross-Channel Buyer Experience Target based on interest, buying stage, web behavior, profile
- 22. Creating a Unified Experience Requires Unifying Customer Data.
- 23. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 23 Build an Actionable Customer Profile With Oracle’s Cross-Channel Marketing solution, design marketing programs that start with each individual customer first Behaviors Sentiment Preferences Activities UNIFY DATA
- 24. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 24 Create Rich Audience Profiles to Find the Right Customers Segment and target based on specific audience behaviors, industries and attributes UNIFY DATA
- 25. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 25 The Business Value of Unified Data Customer-Centricity Marketing Simplicity Enterprise Ready Boost conversions rates by avoiding wasted ad impressions and targeting the right customer Reduce cost of data acquisition Optimize your data investments by centralizing them on one platform Avoid pricey, custom data integrations Leverage Scale More than 20 billion data events processed per day UNIFY DATA
- 26. Creating Targeted and Meaningful Engagements.
- 27. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. ENGAGE AUDIENCES Build dynamic marketing campaigns With Oracle’s Cross-Channel Marketing solution, design marketing programs that automate the nurturing process
- 28. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Extend Your Campaign Reach with Social Marketing ENGAGE AUDIENCES
- 29. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Run multiple scoring models on a single contact Score contacts based on profile criteria and engagement Weight scoring rulesAutomatically decrement scores when there is negative or no activity ENGAGE AUDIENCES Lead Score by Profile & Engagement
- 30. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Know Your Customer: Eloqua Profiler ENGAGE AUDIENCESTracks any activity: owned, earned, paid media EARNEDOWNEDPAID
- 31. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 31 Scale Relevant Content Across Customer Journey ENGAGE AUDIENCES With Oracle’s Content Marketing solution, create personas and deliver your audience relevant, contextualized content throughout their journey
- 32. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 32 Rich Social Interactions Deepen Relationship ENGAGE AUDIENCES Oracle’s Social Marketing allows you to centralize around a single platform for social listening, engagement and analytics – helping drive modern word-of-mouth
- 33. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Build Your Audience Profile 33 Activate Your Data Across Largest Marketing Ecosystem Leverage hundreds of media and ad partners to reach the right customers across your paid, owned and earned media assets Search ENGAGE AUDIENCES Tap Into Ecosystem Reach Your Best Customers Across Channels Websites Mobile Social Display BlueKai Data Management Platform and Data Marketplace • 200+ Pre-integrated Media and Ad Partners • 300 More Via Google and AppNexus Integrations
- 34. Quantify your performance and truly measure marketing ROI.
- 35. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 35 Attribute Revenue with Rich Marketing Analytics Measure how programs, campaigns and content drive revenue, loyalty and advocacy with rich analytics throughout the Oracle Marketing Cloud solutions ANALYZE PERFORMANCE • Analyze your best audience • Map cross-channel engagement to real revenue • Gain insight into customer sentiment about your products and services • Measure your content success
- 36. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. ANALYZE PERFORMANCE Benchmark Performance Against Your Peers Quickly gauge your marketing teams performance and your campaign effectiveness against your peers. • 12 unique benchmark indexes • Compare directly against your industry peers • Use trends to determine bottom line impact
- 37. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 37 The Business Value of Analyzing Performance Customer-Centricity Marketing Simplicity Enterprise Ready Adapt faster to customer preferences and needs related to your products and services Attribute revenue by intelligently mapping marketing activities to key conversion metrics Leverage turnkey integrations with external data sources and web analytics tools ANALYZE PERFORMANCE
Editor's Notes
- The Oracle Marketing Cloud provides a complete set of solutions help marketers and advertisers touch virtually every aspect of the customer lifecycle. Let me explain how it works. Connected Data (Animate the connected data layer) Foundationally, the Oracle Marketing Cloud helps marketers connect relevant data that spans all the different data types marketers need to build a better view of their audience. For us, that includes a few different categories of data. First, we help marketers onboard 1st party data -- this is data that’s contained inside a marketer’s owned systems and assets, such as web analytics, email, social listening data, customer relationship management (CRM) and commerce data. Next, we help a marketer utilize 2nd party party data. This is data that two companies can share with one another for mutual competitive advantage Finally, we put the largest set of third-party data, called the Audience Data Marketplace, at the marketer’s fingertips. Powered by the Oracle Data Cloud, the audience data marketplace blends branded and unbranded data together to comprise nearly 1 billion anonymous customer profiles. In addition to data found online, the Oracle Marketing Cloud also uniquely taps into valuable data from offline purchase, household and CRM data, which is made possible by the addition of Oracle Datalogix Actionable Audience Profile (Animate audience profile layer with DMP plus anonymous profile) All of this data can be connected Inside of the Oracle Data Management Platform, formerly Oracle BlueKai. Here, we can build an anonymous audience profile with the attributes, behaviors and preferences of our ideal customers. To ensure marketers and advertisers reach the right people, the Oracle ID Graph connects customer identities across a variety of online and offline channels. Customers generate many different IDs as they move about the world -- whether it be cookie IDs, mobile and device IDs, email IDs – and the Oracle ID Graph helps tie them to individual customers, giving the marketer a higher degree of certainty their targeting the right audience Inside the DMP, we can organize that audience by building a rich taxonomy that unifies 1st, 2nd and 3rd party data With integrated more than 400 media & ad providers, marketers can activate that audience data and target ideal customers, driving initial acquisition or conversion Intelligent Orchestration (Animate known profile plus Cross-Channel/Orchestration layer) Once a customer is converted, they then become a Known Customer Profile that’s managed through Oracle Cross-Channel Marketing solutions Oracle Cross-Channel Marketing provides a centralized hub where marketers leverage a centralized canvas to orchestrate the interactions customers get based on their real-time behaviors, preferences and attributes. Oracle has invested in the two best of breed solutions for consumer marketers and B2B Marketers in Oracle Responsys and Oracle Eloqua, respectively. Here, marketers can create consistent cross-channel experiences across channels such as email, SMS, MMS, push, in-app, display and social. Digital Experience Management (Animate Digital Experience Management Layer) As marketers drive interactions to their paid, owned and earned properties, the Oracle Marketing Cloud powers the actual moment of truth that happens on the web, commerce or social properties Oracle Commerce and Oracle WebCenter Sites helps marketers manage their product catalogue and shopping cart online, while providing web content that’s personalized to each individual customer or shopper Oracle Content Marketing and Oracle Social Marketing helps marketers create meaningful content for their buyer personas, and engage them with it across key channels such as email and social networks like Facebook and Twitter Optimization & Insights (Animate Optimization and Insights Layer) If marketers want to sustain a rich customer experience, it’s imperative that they optimize and test it. With the addition of Oracle Maxymiser, marketers can leverage A/B testing, multivariate testing, and automated data mining to identify customer segments within each campaign. Here, marketers can better understand preferences and have the experience adapt automatically With analytics throughout the Oracle Marketing Cloud, marketers can analyze their best audience and measure how their engagement across channels drives revenue and conversions right within the context of where they working Oracle AppCloud (Animate AppCloud) While we view the these five layers – Connected Data, Actionable Audience Profiles, Intelligent Orchestration, Digital Experience Management and Optimization & Insights – as core to our Marketing Cloud, we also realize that marketers work with many other vendors that aren’t Oracle Core to our strategy as a Marketing Cloud is to be an open platform, and this is facilitated through the Oracle AppCloud. The Oracle AppCloud provides open APIs and pre-built integrations that help marketers leverage hundreds of applications, data sources, and paid media providers right within the context of the Oracle Marketing Cloud This helps them maximize the value they get from these investments, while also ensuring that it’s aligned and orchestrated with their Oracle Marketing Cloud technology
- Today, Customers Control Your Destiny. The way customers influence each other’s decisions and buying behavior today is unprecedented. It’s not just that they’re hyper-connected; they can make or break your products and services in a matter of minutes. In fact, in the United States alone, customers make 500 billion impressions on one another about your products and services each year. Some companies have embraced it. Nordstrom, for example, is focused on providing a consistent customer experience wherever customers go, giving them personalized messages across channels, and recognizing them properly when they’re in store.
- But despite that long-term vision for customer relationships, marketing leaders today are hampered by the short-term need to demonstrate value. While more than 90% of CMOs want to be “data-driven” in how they make marketing decisions and quantify value, the explosion of digital channels and fragmented tools has gotten in their way. In fact, according to research, 80% of today’s CMOs can’t fully calculate their ROI across different investments. In an era where 75% of CEOs want their CMOs to become 100% ROI focused, CMOs must balance short-term pressure while laying the groundwork for competing in the digital age.
- We’ve all heard this stat, right? (Raise hands) What we know today is that buyers are almost 2/3 of the way through their journey before they even talk to someone in sales. During this time, a lot of preferences and loyalties are built, perceptions are created and enforced, and information is consumed by the buyer – ALL BY THEMSELVES. When it comes to knowing your customer, this poses a problem – 2/3 of the process has traditionally been “unknown” to your organization. This creates a knowledge gap for you. In order to truly know your customer, you HAVE to be able to gain some understanding and insight into what they are doing during that 2/3 of the process before they engage sales. So how do you do that?
- Of course, buyer’s journey has changed dramatically in the past 5-10 years. Buyer’s are more informed with product reviews, social networks, and much more. Buyer’s choose where and when they want to interact with sellers. In traditional marketing, you might only be involved in the first 10-20% of the process. In the old days, marketing was focused on driving awareness and developing the initial contact, sometimes called a “lead”. As a result of this dramatic change in the buyer’s journey, Marketing’s role spans the entire buying process and is much more important than ever. In Modern Marketing, you must Align with these new Buying Dynamics.
- To demonstrate value, a broken marketer experience stands in the way of today’s marketing leaders.
- Today’s marketers cannot wrap their arms around the vast amount of customer and marketing data needed to provide a world-class customer experience. You have your 1st party data -- data that you’ve collected on your proprietary assets that you own. You have 2nd party data – data that you’ve shared with partners for competitive advantage. And 3rd party data -- data provided from external data providers. Then there’s your enterprise data. You have transactional data trapped in your sales, CRM, and commerce systems. All of your offline and online data. Many of these systems have different integration points, and different ways of putting data in, and getting data out. Marketers can’t wrap their arms around it. According to Forrester, more than 80% of CMOs don’t have a synchronized view of customer interactions. Why does this matter? Well, without pulling their data under one umbrella, they can’t target the right customers and execute properly on their marketing programs.
- In addition to the data, Marketers have a massive application problem. The nice thing about software as a service (SaaS) has been that anytime there is a business challenge for marketers, there’s an app for that they can turn on quickly for their teams. You need a social listening tool? There’s an app for that. You need e-mail marketing tool? There’s an app for that. But these technologies have different ways of integrating data, and they often silo your people, processes, and marketing programs. As a result, marketers spend too much time wading through this web of technology, hampering their ability to deliver a cohesive customer experience.
- The result of a broken marketer experience is, unfortunately, a broken customer experience With marketing teams fragmented approach to data, content, social and cross-channel engagement is plain to see – we pass our dysfunction onto our customers. Because Marketers still have that short-term revenue goal, they lean on these fragmented systems and apps. That means more content. More disorganized social interactions. More e-mails. More lists. More content. More Campaigns. More. More. More. As customers get bombarded with irrelevant content, ads and promotions, one of two things happen: At best, they simply don’t buy, helping contribute to stagnant conversion rate. At worst, they get annoyed, and decide to discontinue communication with you altogether.
- Prospects feel this broken experience every day. They continue to be bombarded with irrelevant advertising that at a minimum is annoying. But eventually they are going to lose trust in your organization and your products. After all if you can’t present a simple display ad that is relevant how could you possibly understand their real issues.
- To solve these complex challenges around data and unifying marketing resources at scale, marketers need a strong partner in IT. And all too often, collaboration isn’t at the right level. In fact, the main thing that marketing and IT seems to agree on is this lack of collaboration. Almost universally, CMOs and CIOs feel that lack of alignment between their organizations. It’d be one thing if collaboration just wasn’t at the right level – marketing and IT can’t even agree where to prioritize their efforts. Number one CMO Priority: Deploy better marketing execution and platforms. For CIOs, that’s number 6 on the list. CIOs number one priority: Focus on better marketing measurement and campaign optimization, which is number 8 on CMOs list.
- It’s time for Marketers to Take a Different Approach.
- Marketer’s need a streamlined approach to the buyers journey. Marketers need a solution that will allow them to easily are repeatedly orchestrate an end-to-end buyer experience. They need a solution that will allow them to: 1. More easily convert unknowns at the top of the funnel. 2. Nurture new prospects through the buying process no matter how or through what channel that prospect engages with us. 3. Enable a smooth conversion by delivering the right content in the context of the buyer at their particular stage of the journey. And finally 4. Continue to nurture their customers so that they become advocates.
- The first priority to orchestrating the end to end marketer experience is by leveraging sophisticated Cross-Channel Marketing Tools to easily create ideal buyer experiences.
- To deliver on this idea of a unified buyer experience we need to be able to create unified cross-channel buying experiences. We need to have detailed and up to date data on our prospects based on interest, buying stage, behavior, and profile and demographic data.
- Creating a unified experience for the both the marketer and the buyer starts with unifying customer data.
- Once you’ve gained a comprehensive view of customer data and you’re ready to target the right audience, it’s time to engage them – and that starts with building an actionable customer profile. To engage each customer and prospect, you need to pull together their behaviors, preferences and sentiments so that you can design an experience that is tailored to them and their needs. With Eloqua, you can build these profiles. This rich profile data really represents your prospects and customers “Digital Body Language”. It is the rich detail that tells us who they are and how we should nurture them.
- For today’s marketer, just understanding your prospects and customers is not enough. We need to be constantly seeking new potential prospects. General advertising campaigns targeting anonymous users turn out to be costly and inefficient. What is needed is a way to take that rich knowledge that you’ve developed from years of marketing your solutions and target anonymous users. For example, if you target Directors and Executives in commercial construction, that do $250 million or more in revenue, you need to be able to easily target these individuals.
- Unifying your data will help you become more customer-centric, simplify your marketing, while making you more enterprise ready. First, you can boost your conversion rate by ensuring that you target the right customers with the products and services they need You can also reduce the cost of data acquisition and integration by centralizing it on one platform.
- Finally, marketers are in a position where they can leverage the wide array of solutions together. Now marketers can start creating targeted and meaningful engagements that are sustainable and repeatable.
- Once marketers have a solution in place that can unify their 1st party, 2nd party, and 3rd party data, they can start to build dynamic multi-channel campaigns that orchestrate the buyers journey from beginning to end no matter if the journey starts with unknown users, known prospects or existing customers. With rich profile data at their fingertips the marketer can create the right audience segments and the right path to guide individuals down the right path to conversion.
- Marketing campaigns can now seamlessly integrate into your other social marketing campaigns. You are able to publish to social properties directly from the campaign canvas to social outlets. Campaign ID’s can also be used on social networks to enable tracking and learning.
- Once you have started guiding prospects through the buyers journey, in order to generate more sales, you need to know where you and your sales team should focus your efforts. You want to find the leads that are most likely to convert. Now you can score contacts based on standard profile criteria, like title, plus their level of engagement as measured by their web activity, form submissions, email opens, and other online behavior... their digital body language… By leveraging all of this relevant data, plus automated and intelligent weighting and scoring rules, you now have a clear picture of who is likely to convert along with a way for sales reps to prioritize their efforts. Not only can you target individual contacts. You can also use custom data associated to an account to drive lead nurturing / contact segmentation at an account or company level. E.g. If someone at a company has purchased a product, other contacts of that company may be a good prospect to target
- The Digital Body Language (DBL) the marketer is now able to capture is not just for marketing. It is great that the marketer can use that aggregated information for segmentation, lead scoring and targeting. But the value of this rich data is compounded by being able to extend it directly to the individuals within your sales organization. Now sales reps can prioritize activities and use the DBL that is available to them to more intelligently engage with prospects. By knowing their prospects needs and behavior sales can take a more consultative approach and earn trust from the beginning.
- With Oracle’s Content Marketing Solution, your teams can create, optimize and publish strategic content targeted at each persona and buying stage. Moving away from heavyweight content management and blogging platforms that require coding to extend, Oracle’s Content Marketing makes it easy to scale with each and every audience.
- Any buyer or prospect activity, whether tracked by Oracle Eloqua, Oracle SRM, or another system, can now be integrated and used as part of the buyer profile, including all of the rich data related to social interactions. With social listening you can now listen to the social conversations occurring around your brand, industry, and more. Most social listening capabilities use keywords and algorithms to monitor social conversations. Oracle uses Latent Semantic Analysis. LSA dynamically “learns” what the relevant conversations are so you don’t have to worry about missing anything. This data is then integrated back into the Eloqua prospect profile so you have a true picture of the sentiment of buyers. And it listens to over 7,000,000 different data sources: social, blogs, communities, and news feeds.
- With turnkey integrations that allow you to target your audiences across key channels – such as search, social, and display – you can immediately take action on your unified data with BlueKai’s media and ad partners. It starts with your audience profile, and then you activate inside the ecosystem. Perhaps, for example, you push your audience into Facebook or Google’s ad platforms to reach new customers for your product or service.
- It’s time for Marketers to Take a Different Approach.
- You can also see how your performance compares to your peers to help identify key trends. Eloqua’s Benchmark Index, allows you to choose from 12 different benchmark indexes, compare how you are doing verses the rest of the industry, and use the trends to predict how changes in your marketing plan could impact your bottom line.