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 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 2 Personalized Mass Market Advertising. It’s Not a Contradiction Activities: Running Hobbies: Organic Gardening Career: VP of Marketing for Life Sciences Recent Purchase: Headphones Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 3 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. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 4 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 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 6 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 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 7 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 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 8 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. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 9 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 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 11 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 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 12 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 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 13 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 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 14 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 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 15 Data Management Platform Scenario. A simple use case 4 5 6 Choose Appropriate Partners Launch Campaign Targeting that Group Analyze Results 7 Iterate Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 16 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 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 17 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% Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 19 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. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 20 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 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 21 Find out more at www.bluekai.com/bigwave/ Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 22 Questions? Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 23
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