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Digital Disruption Come trasformare il potere del Consumatore in vantaggio competitivo
Olga Zero Business Development Customer Experience Applications Oracle Italy 9 Ottobre 2014
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Great individual customer experience… But no scale.
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Great scale. But no individual customer relationship.
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Disparate Data Prevents Acquisition of Ideal Customers Data from critical channels isn’t integrated, making it harder to target the right customers
Low Acquisition & Conversion Rates
Results
Low Return on Ad Spending
of Companies Lack Centralize View of Customer Interactions
82%
SEARCH
DISPLAY
WEB
SOCIAL
Source: Forrester and eMarketer
Average CTR on Display Ads
.06%
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No Centralized Hub to Manage Customer Interactions
The proliferation of point marketing applications have created silos among marketing teams, processes and execution
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ONE OFF CAMPAIGN
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Marketing teams build one-off campaigns, often in isolation from each other, causing ineffective media strategies
89% of Marketing Teams
Have Internal Divisions Between Channels
ONE OFF CAMPAIGN
DISPLAY
ONE OFF CAMPAIGN
MOBILE
ONE OFF CAMPAIGN
SOCIAL
ONE OFF CAMPAIGN
SEARCH
ONE OFF CAMPAIGN
DIGITAL TV
ONE OFF CAMPAIGN
WEB
Internal Divisions Create Inconsistent Messaging
96% Of consumers receive
irrelevant ads or promotions
Source: Janrain and Integrated Marketing Survey 2013
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The customer has moved on.
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From CRM to Customer Experience
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The Promise of Personalization Everyone wants more 1:1 customer relationships
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Despite Potential, Consumers Receive Broken Digital Experiences
WEB
of customers don't receive a tailored, cohesive experience
across channels.
78% Customer purchases
headphones Thank you email
MOBILE DISPLAY
Two Days Pass
As they move from channel to channel, companies treat consumers as if they’re brand new
-Accenture
It’s Time for Companies to Take a Different Approach
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Granular Behavioral Data Creates Richer Consumer Profile Move beyond the transaction and enable engagement to dictate customer experiences
Capture 1st Party Data on Digital Assets (DMP)
Push Into Actionable Customer Profiles to Inform Customer Experience (Cross-Channel)
ORACLE DMP CORE TAG
Writes Review
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Start with the Campaign
Start with the Customer
Build profiles Design an experience Interact individually
Create an offer Schedule it in the calendar
Send to a mass audience
For example: Flip the marketer experience.
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How It Works Inside a Cross-Channel Marketing Program
Age: 40-45
Gender: Female
Past purchase: Slippers
Visits Product Page; Didn’t Buy
Example: Retail consumers get orchestrated experience based on behaviors
New Shoe Program
Data Switch
PAID SOCIAL AD
DISPLAY AD (RETARGET)
EMAIL (CROSS-SELL)
DESIGN MESSAGE
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Mobile Push: Deliver Relevant Consumer Interactions in Real-Time
Contextualized by Location Reach consumers at the right time and the right place
Integrated Messaging Add Push within the context of an orchestrated, cross-channel program
Reach Multiple Apps Choose what mobile applications you want to push to within your orchestrated program
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Marketing Simplicity Customer-Centricity Enterprise Ready
The Business Value of Orchestrated Customer Experiences
Unify Messaging Efforts Simple, but powerful, solution to create
and message new products
Optimize and Test Create journeys that last, and iterate
rather than re-build
Scale marketing messages More than 1 billion orchestrated customer experiences per month
Open Data Model Pull In data from commerce,
marketing CRM, and other campaign systems to inform targeting
More Individualized Experience Automate customer lifecycle without
dehumanizing it
Improve Retention by giving customers the products they
actually want
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Success is defined by the individual customer experience & relationship.
Deliver individualized experiences: Build lasting relationships:
Sources: Responsys consumer survey, 2013 Adobe Digital Index, 2012
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89 Billion emails per year
1 Billion Orchestrated experiences
1.5 Petabytes of data stored
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World-Class Brands Delivering Individual Experiences at Scale