the state of predictive marketing

The State of Predictive Marketing

Chris LynchHead of Product & Industry MarketingOracle Marketing Cloud

Matt WilliamsonCo-Founder & CEOWindsor Circle

• Predictive Lifecycle Marketing Platform• 350+ Retail Clients• 35MM Consumers• 70+ Employees• #Winning

– Google Pitch Contest– SxSW Pitch Contest– $9MM VC– #1 on Glassdoor

Windsor Circle, Inc.

WHAT’S GOING ON?

1:1 Mass Personalization

Automated Messaging

Identity Management

3 Big Trends Emerging and Colliding

Gartner: Five Key Trends1. Cross-Channel Strategy, Campaigns and Data2. Automation to Boost Speed and Performance3. Yearning for 1:1 Customer Relationships4. Engagement Aligned for Daily Activities5. More Responsibility for Digital Commerce

“Digital marketing hubs will have an impact on the business on par with ERP.”

http://www.gartner.com/smarterwithgartner/five-key-trends-in-gartners-2015-digital-marketing-hype-cycle/

WHO ARE THE PLAYERS?

Competitive LandscapePredictive Marketing Platforms promise to analyze data, predict lifecycle marketing events, and automate personalized communications. The platforms tend to position based on core capabilities (science v. easy of use).

Marketing Automation Platforms tend to be email platforms that are trying to evolve in two directions… more data and more channels. Most are branding as “marketing clouds.” The newer ones assume personalization.

data science easy automation

The Race is On.Company Rounds Raised ($MM) Lead Investors

AgilOne 3 $41.0 MayfieldSequoiaTenaya

BlueCore 3 $28.2 FirstMark

Custora 3 $6.5 FoundationGreycroft

Retention Science 2 $9.5 UpfrontPritzger

Smarter HQ 4 $25.3 BatterySimon

Windsor Circle 4 $8.75 Comcast VenturesIDEA Fund

‘Early adopters’ require more complete products, but move quickly to seize competitive advantage.

Mainstream adoption requires completeness and convenience.

Innovators willing to try early products, co-invest in development, etc.

Who Should Act Nowto Seize Competitive Advantage?

Aspiring Stars

Category Leaders Established

Migrators

Soph

istica

tion

Resources

WHAT SHOULD I BE THINKING ABOUT?

TAKE ACTION WITH EASEExample: Replenishment Automation

• Marketing Metrics are Shifting– From: Opens, Clicks, Conversions– To: LTV, Retention Rates, LTV/CAC

• Talent Requirements are Shifting– Director of Customer Retention– Director of Customer Lifetime Value

Considerations

• Get the Basics Down First– Thank Customers– Reward Best Customers– Predict and Save Churning Customers– Cart Abandonment– Segmented Promotions

• Then Quickly Move to More Advanced Capabilities– Replenish Items That Have Run Out– Browse Abandonment– Geo-location and store targeting

Automation You Should Be Running

Executive Summary• Consumers Demanding Consistent, Personalized

Cross Channel Experience• Predictive Marketing Platforms Evolving to Fill

That Need• Considerations

– Metrics– Personnel– Timing and Resources

• Game On!

Chris LynchHead of Product & Industry MarketingOracle Marketing CloudChris.Lynch@Oracle.com

Matt WilliamsonCo-Founder & CEOWindsor CircleMatt@WindsorCircle.com

QUESTIONS?