Convert Suspects to Buyers
with Modern Marketing
Subtitle here
David Johnson
Sr. Product Marketing Manager
Oracle Marketing Cloud
July 18, 2014
The Evolution of Display Advertising
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Personalized Mass Market Advertising.
It’s Not a Contradiction
Activities:
Running
Hobbies:
Organic Gardening
Career:
VP of Marketing for
Life Sciences
Recent Purchase:
Headphones
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Personalized Mass Market Advertising Improves Results
Create Conversions
Increasing conversions requires
delivering the right message at the
right time to the right individual
Outperform Revenue Expectations
Marketers need to consistently create
meaningful engagements
Maximize Marketing ROAS
Increased conversion combined
with improved targeting is the only
way to reliable improve ROAS.
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Siloed and fragmented data
stands in their way
Disparate Data Creates Marketing
Complexity and Lost Revenue
Unable to pull together all their data, marketers fail
to target the right customers.
82%
of enterprise marketers have no
synchronized view of customer data
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Data & Customer Fragmentation Challenges
Most marketing data is chained down to execution channels
Email &
Direct Mail
CRM &
Site
Search & Site
Commerce
Social
Media
Mobile
Media
Online
Video
Premium &
Portal Display
Programmatic
Display
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Display Advertising Effectiveness
Continues to Challenge Marketers
ACQUISITION
MOBILE
DISPLAY
.011%
50%
1,700
Display Advertising
CTR Average
- comScore
50% of clicks on mobile
ads are accidental.
- GoldSpot Media
The average person is served over
1,700 banner ads per month.
- comScore
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The Problems with Re-Targeting
Re-targeting has improved results but has shortcomings
Available Market
Our total available market
is still unreached.
Ineffective Message
Message Overload
The message is consistently wrong.
Our potential purchases tune out.
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Marketers can finally take a
more effective approach
A More Advanced Approach.
Aggregate marketing data of all kinds to improve marketing execution.
Oracle Marketing Cloud’s
1st Party
DMP
Online
2nd Party
Data In
Unify Your
Data
Display
Build the
Right Audience
Search
Execute Across
Ecosystem
Sales Data
E-mail
CRM
Websites
Mobile
3rd Party
Social
Offline
Step 1: Dive deeper into the people we know
to understand the people we know
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Choose Your Network Partners
Reach Your Audience
Can they expand as your
market expands?
Fulfill Your
Insertion Orders?
Know the challenges.
Customer Service
Extremely important
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Fragmentation Solved By “Data Unchained”
True cross-channel data activation can occur when data is separated from execution
Email &
Direct Mail
CRM &
Site
Search & Site
Commerce
Social
Media
Mobile
Media
Online
Video
Premium &
Portal Display
Programmatic
Display
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Data from cross-channel marketing minus PII.
Leveraged to use look-a-like models etc.
Oracle Cross-Channel Marketing
Analyze segment and attributes of highperforming targets with known data
VALUE:
 Improve Conversion Rates
 Avoid Wasted Ad Impressions
Oracle DMP
Execute
Run look-alike model in
DMP with anonymous data to
create targeted audience
Orchestrate campaign through display
ad partners to drive new business
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Data Management Platform Scenario.
A simple use case
Men
Age 35 – 50
Income > 80k
1
2
3
Analyzes Web, Mobile,
Purchase Data in DMP
Discovers
Target Audience
Analyzes 3rd Party Data
Finds their buyers have interest in
Mid-priced luxury cars
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Data Management Platform Scenario.
A simple use case
4
5
6
Choose Appropriate
Partners
Launch Campaign
Targeting that Group
Analyze
Results
7
Iterate
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The Business Value of Data Management
Customer-Centricity
Marketing Simplicity
Enterprise Ready
Deliver the right message
to the right customer,
Helping boost conversion
rates and eliminate wasted
ad impressions
Reduce cost of data
acquisition
Avoid pricey, custom data
integrations
Optimize your data
investments
by centralizing them
on one platform
Leverage Scale
More than 20 billion data
events processed per day
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What modern marketers are
leading the way?
Data Activation Means Real Customer Results
Measurable ROI across all your marketing channels
1 of Top 5
US Retailers
1 of Top 2
Global Software Brands
2 of the Top 4
US Wireless Telco’s
• DMP campaigns perform 4x
better than display
• Average 434% lift in revenue
following DMP integration
• 200% increase in conversion
through site optimization
• ROAS the highest performing
digital effort over search
• Average 630% lift in ROAS
following DMP integration
• $1.5mm in media efficiencies
through suppression
• Investment in digital media up 6x
over 2 years
• 6x lift in performance using
Native Facebook ads
Leading
CPG Marketer
Leading
Travel Marketer
Leading
Auto Marketer
• Increased display ROI by 36%
• Decreased cost per booking by
40%
• Increased CTR by 61%
Leading
Retail Marketer
Leading
Education Marketer
Leading
Financial Services Marketer
• Increased ROAS by 5x
• Lowered CPA by 48%
• Increased direction sales by 200%
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Top Online Retailer Company Challenge:
Eliminate Data Fragmentation to Drive More Revenue
Business Challenges
Siloed and Fragmented Data
Challenged by customer data that was separated along product
line and business division
Lacked Ability to Take Effective Action
Unable to leverage consumer insights in their marketing efforts as
information sat idle.
Expanding Business Increased Data Fragmentation
With a diverse product line and new business units there was
pressure drive more revenue while data fragmentation worsened.
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Major Online Retailer Increased Sales and ROAS
Unifies Marketing Data
with Oracle DMP
•
Online and offline
CRM (1st party)
•
Pre-integrated 3rd
party data
Creates relevant audiences in
DMP to target right customers
for new business
Example: Suppress list with
customers who recently
purchased to eliminate
redundant messaging
Executes more efficient display
ad through DMP partners
434%
RESULTS
average increase in sales
630%
v on ad spend
average return
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Find out more
at www.bluekai.com/bigwave/
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Questions?
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