Introductions, marketing in a data driven world, Oracle Eloqua release news, upcoming events and more!

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Raleigh User Group
Oracle Marke*ng Cloud
Rela*onship One
August 3, 2016

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Welcome!
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Emily Eubanks
Senior MarkeKng Consultant
RelaKonship One
Tracy Milligan
MarkeKng Advisor
Oracle MarkeKng Cloud

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Thank You!
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Agenda
• Release Update
• MarkeKng in a Data Driven World
• Upcoming events & next UG meeKng
• General Q&A
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Release Updates
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Release Notes – Release 482 (August 2016)
• Upgraded Campaign Canvas to align with look/feel of Program Canvas
– Changes to icon shape/colors.
– Pale]es on le^/right sides updated including a new Info Dashboard on the right
– Gridlines on canvas disappear once campaign is acKvated
– Ac'on menu moved to le^ and broken into File, Ac'ons and Se.ng
• Sneak Peek Video
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Before:
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A^er:
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Release Notes – Release 482 (August 2016)
• Program Canvas Enhancements
– Able to listen for lead score changes
– Added Compare Dates Decision Step
– Able to re-evaluate segments daily
– Program Canvas is currently in Controlled Availability
• Progressive Profiling Improvements:
– Able to group PP fields
– Easy to switch between list and group mode
– Able to drag and drop contact and account fields
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Release Dates – Release 482
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Release Notes – Oracle Eloqua Apps Version 224 (July 2016)
• Facebook Lead Ads App now in GA & enhancements
– Allows you to capture data from a Facebook Lead Ad and push to Eloqua
• Contact Washing Machine App enhancements
– Ability to set data import level for CWM returned data to control priority of data
updates from external sources
• Engage enhancements
– Hyperlinks updates for easier inserKon/usage
– Image inserKons from Eloqua image library
• Sales Cloud app enhancements
– Lead scores included when creaKng/updates records in Sales Cloud
– Updates to reporKng dashboards
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Release Notes – Oracle Eloqua Version 481 (July 2016)
• AppCloud Catalog
– Ability to revoke access to a previously granted app
• Bulk API
– AcKvity date within Bulk API Form Submit acKvity exports now include millisecond precision
• Events
– Events programs now have the ability to send confirmaKon/reminder emails to all registrants regardless
of subscripKon status
• Insight Preview
– Redesign of dashboards to make output easier to manage
• Program Canvas
– Ability to delete custom object records
– Allow/disallow contacts to enter program more than once
– View Shared List Member from within the canvas
– New label assignment program canvas to control security labeling
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Release Notes – Oracle Eloqua Version 481 (July 2016)
• REST API
– DeprecaKon of jsonpCallback URL parameter
• Security
– July 1, 2016 marks start of new retenKon policy. AcKvity data will be stored for at least 25 months past
acKvity date.
• Web Tracking
– Can apply SHA256 and MD6 hashes to anonymously swap email and phone informaKon with external
data sources.
• Oracle Eloqua Release Center -
h]ps://community.oracle.com/docs/DOC-895287
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QuesKons?
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MarkeKng in a Data-Driven World

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What we’ll cover
• Data – The EssenKal Fuel for Modern MarkeKng
• Understanding your data
• 3 Phases of Data Management Strategy
• The FoundaKons of Data Management Best PracKces
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Data, The EssenKal Fuel for Modern MarkeKng Success
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To Make Ma]ers Worse…
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Fragmented Experience Discon*nued Rela*onships
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What’s at Stake?

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The Power of Good Data

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Start with an understanding of your data
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What data sources are you tapped into?

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Demographic Data
• Financial
• Gender
• Life Stage
• Lifestyle
Behavioral Data
• Digital Body Language
• Website Browsing
• Searches
• Social Posts
Transac*onal Data
• Purchase history,
subscripKons, support
requests
• CRM, Sales data, call
center, event a]endance
Contextual Data
• LocaKon
• Weather
• Time
• Device
Build your customer context

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How does your data flow?

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How do I measure up?
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Basic Data
• You predominantly send
batch and blast.
• You send campaigns on a
fixed markeKng schedule.
• You do not personalize
messages.
• Your data is segregated across
mulKple systems.
• You have a database (or
several) that you wouldn’t
bank on being even 30%
accurate.
Opportuni*es
• Audit your current data across markeKng channels to build and
understanding of your data ecosystem and your data needs
• Explore new internal and external data sources
• Begin establishing relaKonships with other teams that collect
relevant data
• Advocate for alignment among teams that interact with
customers
• Advocate for developing a data management plan that includes
relevant stakeholders and next steps

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Founda*onal Data
• You are collecKng basic
informaKon and doing simple
segmentaKon and
personalizaKon.
• You are starKng to think about
your customers needs and using
behavioral data to drive
targeKng.
• You are respecKng your
customer's preferences.
• Some of your data is integrated,
but not all.
Opportuni*es
• Explore methods of integraKng data collecKon and reporKng
• Explore and implement conKnuous data improvement methods
and pracKces (taxonomies, cleansing, standardizaKon, etc.)
• Integrate your current data sources, emphasizing centralizaKon
• Create a cross-funcKonal data management working group
• Document your current data-related processes (manual and
automated)
• Document your data management strategy and data quality
plan to start improvements

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Data Op*miza*on
• You have built rich profile data
sets.
• You have an advanced digital
markeKng pracKce that
dynamically enables a highly
personalized experience across
mulKple channels and in real-
Kme.
• Your data is highly integrated.
• At this stage of data
sophisKcaKon, anything you can
do to even incrementally
improve performance would be
welcome.
Opportuni*es
• Increase targeKng accuracy to improve engagement
• Increase content relevancy
• Explore predicKve analyKcs
• Explore methods and services for be]er data acKvaKon
• Keep abreast of the latest technologies that facilitate data
management and targeted content development
• ConKnue meeKng with your cross-funcKonal data
management working group to update and enhance your data
management plan

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Where do I start?
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5 Steps to Data Quality Management

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Importance of a Data Maintenance Strategy

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FoundaKons of Data Quality Management
Category Benefit
Primary Data Owners Having either one person, or a select group of people, primarily responsible for your markeKng data helps
improve your data accuracy, integrity, and Kmeliness.
Documented Data Flow By drawing or mapping your data flow, you can quickly visualize how systems are interrelated, which
helps you understand the impact of data on markeKng and allows you define processes around its flow.
Defined Buyer Personas Defined buyer personas help ensure that the data captured by markeKng systems can be mapped and
used to create highly targeted, customized, and personalized campaigns that move buyers through the
buying journey.
Data DicKonary A data dicKonary gives you a central repository and an at-a-glance look at the data that is captured in
your database.
Data Import Process PrevenKng incorrect, unstandardized data from being uploaded into your markeKng or sales database
starts with creaKng a standardized data import process that uses a consistent import template
Data Cleansing Process Having a solid data cleansing process ensures the validity, accuracy, completeness, and consistency of
your data, which will vastly improve markeKng's performance.
Data Dashboards A Data Dashboard allows you to quickly and easily idenKfy data issues to be corrected for key fields used
for rouKng, scoring, segmenKng, and personalizaKon.
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How FoundaKons Support Data Quality Issues
Category Incomplete Data Aging Data Duplicate Data Data Reconcilia*on
Primary Data Owners
Documented Data Flow
Defined Buyer Personas
Data DicKonary
Data Import Process
Data Cleansing Process
Data Dashboard
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AddiKonal Resources
Data Management: DIY MarkeKng Success
h]ps://community.oracle.com/docs/DOC-920286
Topliners: 10 Keys to Successful List and Data Management
h]ps://community.oracle.com/groups/markeKngcloudsuccessprogram/blog/
2015/06/17/10-keys-to-successful-list-and-data-management
Oracle Cloud Marketplace (data related apps & more)
h]ps://cloud.oracle.com/marketplace/

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QuesKons & Open Discussion
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Next Raleigh User Group MeeKng
• Late October – early November
• Maxymiser – TesKng & OpKmizaKon
• Change in Kme & locaKon??
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Any quesKons or announcements?

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Thank You!

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