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OracleMarketingCloudTheChanging RoleoftheCMOtoEmpowerModernMarketing
AndreaWardVice PresidentMarketingOracleMarketingCloudOctober27,2015
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oftheFortune500from1955stillremaintheretoday.12%MARKETING
THECUSTOMER
Sources:McKinseyandAEI
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TheRiseofDigitalDarwinismToday’scustomerevolvefasterthanmarketing
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CPGCompaniesWantMoreDirectRelationshipsWiththeUltra-ConnectedConsumer
56%ofgroceryshopping
appusersaremillennials
- NinthDecimal
69%ofonlinegroceryshoppersusetheirmobiledevicefor
purchase
- NinthDecimal
68%usetheirmobiledeviceforgrocery
shopping
- NinthDecimal
86%usetheirmobile
devicetoprepareforgroceryshopping
- NinthDecimal
59%usetheirmobiledevicetodiscover
CPGbrands/prodcuts
- NinthDecimal
75%increaseCPGmobileadsdroveinstore
visits
- NinthDecimal
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CMOsthatsaydataspreadacrossdifferentsourcespreventscross-channelrelevance-CMOClub
85%
CRM WebAnalytics
Email LoyaltyCommerce Social
TheChangingRoleoftheCMO
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CPGsNewChallengeswithCompetitionandBrandLoyalty
88%ofUSconsumersfoundseveralprivatelabelsthattheyfeelarejustasgoodasnationalbrands— 2013AmericanPantryStudy
Apps
MOBILE
MobileWeb
Catalogues
DIRECTMAILCOMMERCE
ShoppingCart
OnlinePurchase
DESKTOP
Ratings
PageViews
Reviews
SOCIAL
Follows
Likes
Shares
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CustomersAreTurningtoEcommerceOptions
ofCPGexecutivesagreedthatthate-commerceisastrategic
saleschannel- Deloitte
92%
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Pre-Determined“Journeys”Don’tAlwaysDeliverInsightsatTimeofPurchase
Only
12%ofmarketersbelievetheirmarketingisreal-time
enoughtodriveadequatebusinessresults.
Consumersconsider
2.5ChannelsfortheirCPGpurchases(researchonPC,pricecompareon
mobilethenpurchaseatstore)
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Third-PartyAudienceDataisSilo’dBySourceandType
Branded Demographic
Interests&Lifestyle
BuyerIntent
Geography
Financial
PastPurchase
11%Ofmarketersand
advertiserssaythey’rehighlyconfident intheaudience
they’retargeting.-Nielsen
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DataOverloadCustomerscreate3billionterabytesofdataperyear.
— IDC
CIONowSupportsaComplexTechnologyLandscapefortheCMO
82%Ofmarketerslacksynchronized
viewofcustomerdata.– Forrester
DataWarehouse
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WhatDoesThisMeantotheCPGCMOandCIO
Anonymous AnonymousKnown Known
ClicksonDisplay
SearchesforProduct
WatchesTVAd
AddstoCartPurchasesProduct
ReadsSMSMessage
ClicksonEmail ReceivesPush
Notification
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We’velearnedthatifyouwanttogetagreatreturnonyourmarketinginvestment,youhavetoorchestrateprogramsinawaythattellsyourstoryconsistentlyacrosschannels,andyouhavetoallowcustomerstodictatehowtheywantyoutocommunicatewiththem.”– EricaWebb-Belzer,DirectorofMarketingCommunications,Schwan’s
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Video
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HowdoesOracleMarketingCloudsolvefortoday’smodernmarketingchallenges?
OFFLINE DIGITAL
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TheWorld’sMostComprehensiveEnterpriseMarketingPlatformOracleMarketingCloud
*Transactionpending
✓ AudienceAnalytics✓ Cross-ChannelInsights✓ SocialAnalytics
TapIntoInnovation
MarketingCloud
Ecosystem
OrchestrateExperiences
CampaignManagementLeadManagementMarketingOrchestration
ConnectData
DataManagementPlatform
✓ Offline✓ Digital✓ CRM✓ Commerce
CreateEngagement
✓ Listening✓ Personas✓ Publishing
DataManagementPlatform
✓ Offline✓ Digital✓ CRM✓ Commerce
Cross-ChannelMarketing
ContentMarketingSocialMarketing
✓ Listening✓ Personas✓ Publishing
CampaignManagementLeadManagementMarketingOrchestration
Testing,Targeting,Personalization
✓ A/BTesting✓ MarketerRules✓ PredictiveAnalytics
MarketingAnalytics
✓ AudienceAnalytics✓ Cross-ChannelInsights✓ SocialAnalytics
DataCloud
MediaPartners
AppCloud
Sales Email Social MobileWeb CommerceDisplay Search
*
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TheOracleMarketingCloudHelpsYou
OrchestrateCross-ChannelExperiences
BridgetheOfflineandOnlineWorlds
ConnectDisparateData
3
1
2
TesttheEntireMulti-ChannelCustomerJourney4
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ConnectwithCPGCustomersAcrossAllChannels&Devices
Desktop
MobileWeb
MobileAppsSocial
PurchaseorCRMData
ORACLEIDGRAPH
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BridgeOfflineandDigitalWorldstoDriveLoyaltyandLifetimeValue
Cross-ChannelMarketingPlatform OracleDataCloud (Datalogix) Cross-ChannelMarketing+
OracleDataCloud
StartwithDigitalProfileDatafromyourCross-ChannelCustomerDataBase
EnrichwithOfflinePurchaseDatafromBrick&Mortar
StorePurchases
OrchestratemorePersonalizedExperience
cross-channel.
EnrichDigitalProfilewithOfflinePurchaseDatatoOrchestrateMorePersonalizedExperiences
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DisplayProgrammatic,Premium, Portals
VideoinBanner,inPage,ConnectedTV
SocialFacebook,Twitter,LinkedIn,etc.
MobileiOS,Android, Apps,Browser
CommerceSiteOptimization, LandingPages
OtherCRM,DirectMail,Search
OrchestrateamoreconsistentexperienceacrossallchannelsActivateYourCPGDataAcrossAdvertisingChannels
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NEXTSTOP
AnyPreference
PurchasedOnline
Switch
SendEmailCampaign
SendPushNotification
In-Store
ExecuteSophisticatedBehavior-BasedCross-ChannelMarketing
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ContextualizedbyLocationReachconsumersintheirmicro-momentsandsendmobilemessagesattherighttimeandtherightplace
IntegratedMessagingAddMobilewithinthecontextofanorchestratedprogramforaconsistentcustomerexperienceacrossallchannels
IntelligentOrchestrationByexecutingvariousmarketingchannels,mobileacquisitionsareenhancedleadingtoquickerandhigherconversions
DeliverRelevantConsumerInteractionsinReal-TimeWithOracleMobileMarketing
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OptimizeCustomerExperiencestoDeliverMoreRevenue
PERSONALIZATIONDeliverengagingexperiencesand
journeys tailoredtoeachindividual
PREDICTIVEINSIGHTSUseautomateddata
mining toidentify idealcustomers
OPTIMIZATION&TESTINGOptimizeexperienceforuserswithdifferentobjectivesandneeds
OracleMaxymiser deliversthesophisticationofdatascience,butwiththeaccessibilitymarketersrequire
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LearnandAdaptCustomerExperienceBasedonBehaviors
OracleMaxymiser
WritesReview:Jeans
OracleMaxymiser automaticallygeneratesrelevantexperiencesbasedon real-timebehaviors
